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London
Sydney
119 Alexander Street,
Sydney, New South Wales,
2065
Sydney, New South Wales,
2065
+61 416 122 553
Calvin Klein Europe (PVH Group) appointed Bigger to Art Direct the facades and in-store print campaign for its European flagship retailers.
Using influences from the global brand guidelines, our solution had to resonate across four very different European storefronts and elevate Calvin Klein’s presence on busy, holiday high streets.
Artistic Direction
We proposed a number of concepts, all designed to give customers the feeling of ‘giving and sharing’, from storefronts to in-store decoration to gift cards and wrapping. The concept would embrace the individuality of each city, while providing a cohesive customer journey and consistent creativity across the stores.
Working together
Bigger worked closely with the marketing and media teams at PVH Europe, providing impactful yet sympathetic concepts, for the multiple stakeholders who would deliver the design. This included local authority and production teams, as well as local interior design teams.
We worked hard to ensure our designs met local regulations for listed buildings, as well as the brand’s environmental guidelines, without compromising the campaign’s impact.
Concept development
We integrated structural folds and angles into the design to evoke the feeling of opening and unwrapping a greeting card or gift.Crushed silver foil, overlayed by the textured white card, folded over to reveal a smooth clean reverse and drawing focus and attention. Shadows emphasised the fold and gave the designs an engaging depth.
Eye-catching execution
Dappled reflections from the foil caught the eye, while the reduced number of long cuts and folds created cleaner, bolder visuals, that perfectly showcased Calvin Klein's iconic designs.
