Giant format
CLIENTH&M
PROJECTPre-launch awareness for the Versace branded clothing range
The Brief:
H&M asked us to create a reusable large freestanding replica of the Versace branded shopping bag that is provided when you purchase from the new Versace range available in H&M stores. The idea was to build 5 bags and place them at 7 iconic London locations over a period of 3 days.
These locations included Westfield Stratford, Westfield Shepherds Bush, Covent Garden and Pottersfield/Tower Bridge where the giant bags were to spend 3 days in each place.
Other locations such as Trafalgar Square, Regents Street and Marble Arch also housed one of the eye-catching bags for 1 day only. After each day, the bag was deconstructed and moved overnight to its next location.
The Work:
Full structural drawings were produced for the initial design and the materials that the bags were to be produced from were specified. The bags were then constructed from Dibond, wood and aluminum and then clad with UV matt sealed graphics and mirrored gold vinyls to give the overall finish the same look and feel of the branded shopping bag.
Each bag had to be approved by a structural engineer prior to the installation to ensure that they conformed to existing health and safety regulations and laws.
Each bag measured 3500 x 4500 x 1500 mm weighing 500 kg.
The Reaction:
H&M is delighted with the result. The bags have created a huge social media following with Twitter and Facebook users uploading their pictures to be in with a chance of winning one of the £20 store vouchers on offer by H&M.
The eye-catching bags are also attracting London tourists and other passersby who are taking photographs in front of the bags creating maximum exposure for the H&M brand.
Follow the trend on Twitter: #versacebags
