"For A World That Works"
Selfridges, London

"For A World That Works"
Selfridges, London

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To showcase Lee’s ‘For a World that Works’ campaign in Selfridges Oxford Street, we created a visually dynamic display in a small footprint within a busy retail environment. The campaign centres around Lee’s core business values and their legacy that since 1889, they have been striving to “empower the working world towards a brighter future.”

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The Brief
The Brief
The Brief

Quoting Lee’s campaign manifesto: “Sustainability is core to this…. That’s why Lee strive to use the most sustainable options, from responsible sourcing to cleaner manufacturing and eco-innovations.”

The campaign creates a platform for these values, manifested through their new product ranges, focussed on sustainability. From products made from a minimum of 20% recycled fibres, or denim dyed in a sustainable process by saving water and using eco-friendly chemicals, to completely biodegradable products - Lee are pioneering sustainability within affordable fashion.

Sustainability was therefore at the forefront of our design concepts and materials selection, whilst ensuring no compromise on aesthetics or visual impact. Our installation was also required to be authentic to both the campaign message and the ideals of the brand.

We tackled the brief by identifying the target consumers and the retail spaces that they play within. We then devised complete consumer journey profiles for both the established running consumer and the sports amplifier (for directional segmentation). This gave us clearly defined principles from which the creative concepts evolved into a series of established finalised concepts.
 
To authentic our story-telling process, we typically follow the Adidas approved methodology of ‘attract, engage, convert’ which ensures the consumer gains knowledge of the product launch and all key messages/benefits at the appropriate part of their in-store journey, whilst linking through to other channels for consistency.

Quoting Lee’s campaign manifesto: “Sustainability is core to this…. That’s why Lee strive to use the most sustainable options, from responsible sourcing to cleaner manufacturing and eco-innovations.”

The campaign creates a platform for these values, manifested through their new product ranges, focussed on sustainability. From products made from a minimum of 20% recycled fibres, or denim dyed in a sustainable process by saving water and using eco-friendly chemicals, to completely biodegradable products - Lee are pioneering sustainability within affordable fashion.

Sustainability was therefore at the forefront of our design concepts and materials selection, whilst ensuring no compromise on aesthetics or visual impact. Our installation was also required to be authentic to both the campaign message and the ideals of the brand.

The Solution
The Solution

We achieved this by carefully selecting products, materials and finishes to ensure they either came from sustainable and eco-friendly suppliers or could be re-purposed in a second-life capacity. The final design consisted of recycled OSB board painted with water-based paint, recycled fabric banners printed with vegetable-based inks and kit-of-parts metalwork which could be re-used in any industrial setting post-install. The lighting was sourced to be low voltage and energy saving, whilst the use of ticker tape created maximum impact from low energy LED screens and were provided as an investment purchase from which Lee intended to reuse in future displays.

In addition to focusing on the materials and brand message, we had to negotiate our design concept around the space, any restrictions and Selfridges store guidelines, whilst also considering the impact and practicality of social distancing in store. This presented a unique challenge to create a safe and shoppable area allowing for bold messaging, maximum impact and product interaction within an open plan but small footprint space. The added uncertain and constantly changing landscape of covid-restricted retail also meant that the project had to be turned around with a short lead-time from confirmation to install.

We’re super happy that our activation has gained such great feedback so far, and we’re proud that our design has helped bring Lee’s manifesto to life in store: “We passionately challenge ourselves and bring people together to create a stronger more sustainable future. For people. For planet. For a world that works.”

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 "The store staff, managers and VMs all fed back that this was one of the best pop ups they have seen in the area. Very bright and eye catching!" - Alex @ LEE

 

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