Superdry engaged us to help with the global launch of their new organic cotton essentials, women’s and men’s underwear, and sleepwear ranges featuring global football icon Neymar Jr.
The launch included installations in their London flagship store and two further stores in Paris. It was part of Superdry’s #growfuturethinking campaign.
Our brief was to deliver a display that would not look out of place in an art gallery. Working alongside Superdry’s in-house creative team, we developed several design options and presented both 3D visualisations and technical production drawings.
As part of the display, we sourced sections of driftwood that we adapted to be used as clothes rails, from which the organic cotton t-shirts were hung. We settled on a monotone theme, making the best use of the campaign imagery, framing large sustainable fabric prints, and suspending them from the ceiling. These sat in front of Regency panels, bespoke made featuring period Regency mouldings. The scheme was finished with some gold vinyl decals on the windows.
We installed it at the Regent Street store. For Paris, the challenge was slightly different, as the store staff were asked to install themselves. With this in mind, we adapted the design to feature a freestanding frame, to sit in front of a modular Regency backdrop, to be fixed to the back wall. Another frame was constructed to accommodate the hanging rail and cut vinyl decals supplied for the glass.
Superdry’s VM Field Support Manager said, “KGK delivers again, making this a key feature window in our flagship store, sourcing materials that weren’t readily available. It was delivered and installed during a tricky time in France due to lockdowns, yet we still delivered the schemes perfectly. This window was in place for quite a while and was easily adapted to suit our product in changing seasons. Great result, and one that was posted on Neymar Jr.’s personal social media too.”
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