BELSTAFF 100 YEARS
For Belstaff’s 100-year celebration, I was tasked with creating a compelling concept for the flagship store on Regent Street. Building on the visual elements we had crafted for the campaign, I aimed to deliver a display that went beyond the traditional window design - something bold, visually captivating and celebratory. Leveraging the vibrant orange palette integral to the 100 year theme, I made it the focal point by executing a striking, full-bleed window wrap that would stand out amongst the noise of central London, playfully celebrating the brand’s legacy.
WORK IN PROGRESS
Even after 100 years of design heritage, the Belstaff brand sees itself as a work in progress and always continuously evolving. With this brand ethos in mind, I designed a lightbox sculpture that played on the WIP theme through the use of construction work materials. The lightbox sculpture itself became the centre piece of the window display at the Regent Street flagship store and was also replicated for other Belstaff store windows across the UK.
SOCIAL CONTENT
As part of the campaign, my team and I were tasked with developing a month-long social media rollout. We brainstormed a range of social-first ideas to celebrate 100 years in fun and engaging ways. Some standout examples included a custom-made cake for TikTok, a bespoke inflatable birthday phoenix balloon for Instagram, and a tailored scavenger hunt to drive interaction.
FIND THE PHOENIX
As part of the social extension of the main campaign, my team and I organized a scavenger hunt around Regent Street, hiding 15 prizes for customers to discover. Each orange phoenix unlocked a unique reward, which could be collected at the brand’s Regent Street flagship store.
3D TEASER
To build anticipation for the scavenger hunt, we created a playful animated teaser for Instagram, designed to engage customers and generate buzz. The goal was not only to spark excitement but also to drive foot traffic to the store, where the prizes were collected. Collaborating with Berlin-based animation studio Sucuk & Bratwurst, we brought the concept to life. I envisioned a dynamic 3D phoenix escaping from the Regent Street store and bouncing into the distance - perfectly aligning with the campaign’s message: Find The Phoenix.
BIRTHDAY CELEBRATION
For the brand’s TikTok channel, we aimed to create playful, engaging content to celebrate its 100th anniversary in a fun and memorable way. Given the campaign’s distinctive color palette, we decided to design a custom, personalized cake and film the entire creation process, bringing the brand’s milestone to life in a visually captivating way.