Robinsons Launch Campaign & Identity

Robinsons

Launch Campaign & Visual Identity

An iconic style destination, made over for a new audience.

Context

Robinsons is a legendary department store in Singapore - an iconic destination for the Far East's most fashionable since 1858.

Reincarnated in Dubai as the region’s largest department store, it represents a new kind of shopping experience.

I was tasked with completely revamping the brand for the market - this meant a more premium positioning and a campaign designed to showcase the true breadth of experiences on offer.

Approach

Lush drama and verdant decadence. I was inspired by exotic, botanical-themes of the brand’s Singaporean roots - its heritage and culture to create 'A Store Of Inspiration'.

The project started with the in-house creation of a new visual identity and ended with an international collaboration with renowned Madrid-based artist Ernesto Artillo. The result was a store that created serendipitous moments and surprising exchanges. And, like the passing of the seasons, so too was the design - ever changing and always fresh.

Campaign Advertising: Mix n' Match

Working with Ernesto Artillo, we shot & created a collection of models, botanicals, flowers and illustrations. This gave us great flexibility to create beautiful layouts. Depending on the message, we'd effectively mix and match to bring the 'A Store Of Inspiration' to life.

Campaign Collaterals

The stylish flexibility of the campaign allowed for individual expression through the choices of colour, products and other elements. We extended this approach by creating a suite of accompanying campaign collaterals to bring the story into every facet of the store experience.

Packaging Suite: Bags, Boxes & Wrapping

To complement the 'Your Store Of Inspiration Awaits' campaign, I designed the complete accompanying packaging suite to make take-home & unpacking experience as luxurious and surprising as the store.

Our shopping bags are modern and minimalist on the outside, with the interior a veritable treasure of contrast. Lined with patterns and textures to combine with shopped goods to create a kaleidoscopic clash of color.