Lorem ipsum dolor sit amet, vis augue posidonium no, unum nominavi partiendo no pro. An inermis percipit contentiones mea, ei duo facer sadipscing, no cum natum albucius. Verear sanctus sea ea, hinc verterem vituperatoribus ius cu. Verear sanctus sea ea, hinc verterem vituperatoribus ius cu. An inermis percipit contentiones mea, ei duo facer inermis percipit.
Lorem ipsum dolor sit amet, vis augue posidonium no, unum nominavi partiendo no pro. An inermis percipit contentiones mea, ei duo facer sadipscing, no cum natum albucius. Verear sanctus sea ea, hinc verterem vituperatoribus ius cu. Verear sanctus sea ea, hinc verterem vituperatoribus ius cu. An inermis percipit contentiones mea, ei duo facer inermis percipit.
WHAT
The Global Visual Merchandising Book for a joint animation of Polo Red and Polo 67.
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.
WHY
After sending out the guidelines for Polo Red Racing and Polo 67 Eau de Parfum individually, several markets contacted us expressing their desire to feature both fragrances when they had only one space. We decided to not compromise on impact, and instead simply adapt them slightly to share closer codes, and have them "harmoniously juxtapose" each other.
It was found that, when combining them, sales almost doubled as opposed to the cannibalisation that had previously been occurring when only one franchise was animated at a time.
