Mad About Design Creed - Selfridges & Harrods
Mad About Design, are especially proud to count Creed as a longstanding client, and the start of the year saw us supporting Creed on the launch of Wind Flowers, the first female fragrance launched by The House of Creed in five years. A key target for the brand was to communicate the lightness and movement in the campaign and became the inspiration for the materials used in the final executions. Working with a fabric artist, we created hundreds of petals, made from organdie, to construct fabric flowers at varying scales. Handmade, the petals were wired along the outside edge to ensure longevity in store, whilst retaining the lightness required in the items. These bespoke flowers were then set against a matt pink backdrop, with chrome bottle displays. The elements combined to enhance and compliment the contemporary femininity present in the campaign and fragrance.
More recently MAD worked with Creed to create several temporary sites and displays across UK department stores, to tie in with their Aventus campaign. An iconic product for Creed, Aventus is its bestselling men’s fragrance and the cornerstone of the brand’s story. The new campaign had strong links to the brands heritage, wanting to portray and celebrate the horseman in a new modern way. As such, creating bold and confident displays was essential. Launched in June, MAD worked with the visual assets from the brand-new campaign to develop and apply the aesthetic to several instore executions. The displays featured a combination of minimalist blue angular shapes, juxtaposed against more traditional elements. A blue mirror acrylic provided a simple but effective way of bringing a fresh modern feel to the schemes, which was then set against Grecian-style columns and the horse campaign imagery. 3D bespoke columns were created by, firstly, cutting the raw shape on a CNC machine and then the more intricated details were hand carved. They were treated and sprayed in both a traditional white and the more contemporary blue for the final finish, again contrasting modern with traditional.
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