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WHAT
The Global Visual Merchandising Book for the launch of Polo Earth's new fragrance, Austral Sandalwood.
This book was sent to Ralph Lauren Fragrance markets worldwide, enabling their local Retail Design teams to adapt the designs to their floor plans and construct them. It includes detailed pop-ups at every scale, materiality, animation-specific graphics, and more.
HOW
As the Global Retail Design team, we first received a general concept from the Marketing team consisting of a WIP Key Visual, an image of the product and its packaging, and a project statement. From there, I researched, sketched and designed a Visual Merchandising concept that was a luxury evolution of the existing Polo Earth Collection campaign.
Every campaign has its unique target market, which must perpetually be considered in the design. In this instance, Asia (especially China) is the largest seller of Polo Earth. Therefore, I reached out to our Retail Design teams in those markets to ensure that my design met their customers' interests, needs and desires.
After rounds of editing and approvals with the company's President and the Ralph Lauren Fashion house, the project was released to all countries.