Ghd

The product launch deserved a space that would express the core concept of ‘multifaceted’ both in function, and in visual styling, which drove us toward a maximalist and premium creative direction.

Drawing out the products details and features physically in the forms we conceptualised, we expressed its hexagonal forms architecturally, it’s connection with water viscerally, and it’s blow dry airflow directly. A maximalist aesthetic was crafted through amplifying textures of black and gold, synonymous with the brand, and by playing with elemental evocations of water and air in decadent materials such as water ripple metal sheets and lenticular prints that brought a sense of dynamic, shimmering movement.

We were challenged to create theatrical sensory elements by incorporating actual water and air into the concept, whilst also including aspects that nod to water in an artful way and remaining practical for the retail environment. We leveraged some of the key facets of maximalism through layering of translucent, refractive, and matte surfaces to deliver a decadent and deeply-textural aesthetic that reflects the iconic launch content.

Beyond the pop-up space we also designed showstopper window displays, from flagship department store executions, through to salon window take overs to seed the launch to passing shoppers. We resolved our concept work into a global guideline for the retail pop-up launch, which delivered the detailed specification and thinking around functionality of the space, bringing the vision to life as a suite of modular elements with scalability across different markets.

This project is a great example of our end-to-end creative capabilities. We explored from scratch the look and feel of the physical concept, which came to life after focussed research that gave us in-depth knowledge of the marketplace and consumer expectation. We used our creative nous to craft a strategy for success and built a customer activity pathway that would drive affinity for the product.