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WHAT
The Global Visual Merchandising Book for the Holiday 2024 campaign.
The Marketing concept consisted of a Ralph Lauren red toy train travelling through the iconic NYC Ralph Lauren Mansion. Each room of the mansion represented a unique fragrance universe; from Polo Blue’s coastal sophistication to Ralph's Club's elegant bar, creating a journey through the sensorial worlds of our fragrance franchises.
My role was to translate this story into a retail environment that could be executed at different scales worldwide. Collaborating with an agency, I developed the above book for Ralph Lauren Fragrance markets worldwide, to allow their local Retail Design teams to adapt the designs to their floor plans and construct them. It includes detailed pop-ups at every scale, technical drawings, materiality, animation-specific graphics, and more.
HOW
Based on the marketing campaign, we reimagined each of the mansion's rooms as a themed train coach, allowing customers to step into the distinct personalities of each fragrance as they explored the train. The modular design system allowed for seamless scale; from full multi-coach installations that showcased several “worlds” to single-coach formats that blended key elements for smaller footprints, preserving the campaign’s magic in any space. This retail design brought the brand’s lifestyle storytelling to life and crafted a memorable "Journey to Holiday Wonder."
The Retail Design was so well received that, in turn, the direction of the campaign video and visuals were pivoted to include the very train we designed.
WHERE
Rolled out internationally, the campaign delivered high visibility across markets. But some hero activations earned standout press recognition and strong viral traction, like Vogue's Holiday Flower Market in Madrid...
WHERE
And in Manila, Philippines....
WHERE
And 150 Macy's locations across the USA...
