I worked with cult shoe brand TN_29 to develop a brand campaign to coincide with the launch of their first physical store in central London. The media budget was small, so we decided to use the actual retail space as the main media channel, telling the brand story in a way that made the shop a destination and built the brand by word of mouth.
'Welcome to my head', as the project was known, was designed to give the impression that the stepping into the store was akin to stepping into the weird and wonderful mind of the designer, Tracy Neuls, and enabled customers to develop a connection with the brand that went deeper than just liking the shoes on an aesthetic level. The appropriately irreverent illustrator Erika Akerlund was commissioned to bring the ideas to life.
The store beat off stiff high end retail competition to win a host of design awards, including D&AD, and Design Week, where it won best in show.