For the GAP Holiday 2019 campaign at their flagship Oxford Street store, we were asked to devise a mood board focused around Christmas ribbons. The idea was developed to create a glossy ribbon theme in both 3D and 2D continuously flowing throughout the store. Key emphasis was to be on high traffic areas such as main entrance, windows, stairwell and other areas of flooring.
3D renders were created for visualisation approval. Key campaign imagery featured on high level windows. A high gloss plastic ribbon was suspended, bent and twisted into the windows, wrapping around mannequins and props. The client was very specific in needing the ribbon to appear realistic whilst flowing from internal to external display areas. The ribbon culminated above the entrance into a large bow, showcasing the store front. 3D elements were complemented by large format internal graphics and cut vinyl decals applied into the windows, light boxes, walls and staircases. Alongside the ribbon, tactile glitter material was applied to wall features as a backdrop to merchandise walls, elevating the traditional holiday season aesthetics. The entire campaign took over two weeks to install out of hours.
Concept Development / Artwork / Bespoke Manufacture / Print Production / Project Management / Installation
Metres of vinyl, lumis and PET Steel used
Man hours spent installing the campaign
People worked on the job in total