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WHAT
The Global Visual Merchandising Book for Ralph Lauren Fragrance's 2023 Holiday campaign.
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 receive a general concept from the Marketing team, typically consisting of a WIP Key Visual and a project statement. From there, I research, sketch and design a Visual Merchandising concept.
Holiday campaigns can be tricky, as all of the brand's collections, which have such different identities and codes to one another, must live within one cohesive space that has a festive identity of its own, all while remaining loyal to the overarching Ralph Lauren brand identity.
Oftentimes, the Visual Merchandising in turn positively affects the direction of the overall Marketing campaign. For instance, with this project, the Christmas tree made from stacked gift boxes made its way to become the icon of the entire campaign and film.