The Collective

BRIEF

THE COLLECTIVE is a one of its kind, super-premium retail concept, known for its breadth of exclusive fashion. It is a part of Aditya Birla Nuvo Ltd.
It has over 100 of the world’s best fashion brands under one roof, this unique lifestyle store offers all connoisseurs a unique point of view on each individual’s own personal style.
The brief provided by the client was to create an Instore animation which will highlight the brand names present in their premium retail store.
With brands like Armani Collezioni, Versace Collection, Hugo Boss, True Religion, Vivienne Westwood, Lagerfeld and Richard James and more.
The extensive collection of accessories include fashion watches, cufflinks, shoes, ties, belts, leather products, jewellery and sunglasses to create a perfect ensemble.
The accessory brands repertoire includes celebrated names such as Mont Blanc, Tateossian, Pirelli, Juicy Couture, Michael Kors and Lulu Guinness.

I was called on to create an instore animation for the launch of this store. With just the name of the brands and a couple of images provided by the client to work with.

CONCEPT
With the limitation of strictly using no logos in the animation from the client’s brief, I had to search for an element which will work for this brand animation which will exude a premium, classy & sophisticated look for the brand.
Since, the retail store houses luxury brands under one roof and ‘Black’ is the color synonymous with Luxury & ‘Silver’ for sophistication, the color palette of Silver, Black & Dark Royal Blue was chosen with a dash of colored neon streaks added as an interesting element.
Working with the concept of the travelling neon streaks, which apart from travelling and highlighting the name of the brands, was also the main element which revealed the products which each brand
was famous for.

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