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 were tasked to come up with a number of social first ideas to celebrate 100 years in a variety of playful ways. We created a bespoke cake for TikTok, made an inflatable birthday phoenix balloon for Instagram and captured BTS footage of the design process of the limited edition capsule collection.

FIND THE PHOENIX

As part of the social extension for the main campaign my team and I organised a scavenger hunt around Regents street where we hid x15 prizes for our customers to locate. Each orange Phoenix unlocked a uniqure prize that was to be collected in the brands Regents Street Flagship store.

3D TEASER

To build excitement for the scavenger hunt, we posted a playful animation on Instagram, designed to engage customers and generate buzz for the event. The goal was also to drive more foot traffic to the store, as that’s where the prizes were collected. We collaborated with Berlin-based animation studio Sucuk & Bratwurst to bring the concept to life. I came up with the idea of a 3D Phoenix escaping from the Regent Street store and bouncing off into the distance, aligning perfectly with the campaign’s message: ‘Find The Phoenix.’