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WHAT
The Global Visual Merchandising Book for the launch of Polo Earth's new collection; an evolution from the line's original Eau de Toilette.
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 an image of the three new products and their packaging, along with a project statement. From there, I researched, sketched and designed a Visual Merchandising concept that would be an evolution of the original Polo Earth Eau de Toilette.
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 and executed across the globe. When markets are awarded XL spaces, they come to us and we design these flagship configurations for them to ensure top quality design and construction.