creed

viking fragrance launch

Art Direction, Visual Merchandising Design, Graphic Design, Project & Production Management

OVERVIEW

For the launch of Viking, Creed’s newest men’s fragrance, I directed in-store creative and visual merchandising initiatives for flagship stores and wholesale channels. Projects included flagship window displays, retailer visual weeks, lightbox visual updates, and development of glorifier units.

MOODBOARD & PALETTE

For the fragrance, master perfumer Oliver Creed was inspired by Vikings.
I decided to take visual cues from the raw landscapes of Iceland, where much of the Vikings’ heritage is deeply rooted.

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window display

For each channel of distribution, two distinct concepts were conceived. Flagships were assigned the red sails theme, and wholesale luxury retailers received the ice cave installations. My goal was to capture the customer’s imagination aesthetically, with pragmatic seasonal considerations for the brand (Fall into Holiday).

bergdorf goodman | visual week

For a special display opportunity, I felt the ‘ice cave’ theme was ideal for the surrounding store interior. Bergdorf Goodman and other wholesale luxury retailers agreed, and so the concept spanned across visual weeks, tester units, and windows.

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GLORIFIER

This unit was specifically designed for Neiman Marcus, to intrigue the customer while showcasing the new product.
By creating a sense of depth, an experience of discovery was conveyed to the customer, reinforcing a key message of the campaign.