In January 2020 Harrods, Knightsbridge London opened the ultimate beauty destination Beauty hall, a dedicated space consuming the lower floor housing a plethora of luxurious skin care brands that offer spa services.
La Mer was granted prime real estate to promote their spa services via a prestigious store window located on Hans Crescent. Working in a leading and critical role I was requested to design the La Mer spa campaign window whilst presenting La Mer’s brand story and iconic Crème product.
I took this opportunity to explore La Mer’s brand story and use it to form the backbone of the window design. The story centers around Max Huber a scientist and the brand founder who after sustaining injuries in a scientific experiment found a cure to treat his burns by using sea ingredients and their magical properties.
I used the narrative behind the magical formulation process of the crème and coupled this with La Mer’s iconic Creme jar illustration to form my design. Working in a leading and critical role I created the window with a series of 3d panels which depicted the iconic jar silhouette. I concealed a state-of-the-art digital screen at eye level in the center of the design that would play 15 second ingredient story clips before reverting to a still video of the famous Crème jar shot. It was imperative that the window provided a foot topping Instagrammable moment whilst also offering brand story insight. With this in mind I worked with La Mer’s copywriting team to produce supers’ which spoke to key benefits which would be incorporated into each story telling video moment. The story board sequence was formatted to include three story telling moments being:, Sea Of Inspiration, Hand Harvested Kelp, Miracle Broth Infused. Each story used video content and CGI effects to explain communicate the process. At the end of each story and before the beginning of the next the iconic Crème jar would appear to ensure people walking by the window would understand the connection.
I designed each silhouette to include reverse mounted colour changing LED lights. Working in a leading and critical role I managed the efforts of the video production team in NYC and DCLX a leading lighting company based in London to ensure each video story clip synchronized with each colour changing silhouette as the story chapters faded in and out.
To complete my design, I positioned the La Mer logo above the Creme jar and a QR code on the external face of the window which would allow foot traffic to stop and scan the code to book an appointment in the spa.
