Koi Launch, Galeries Lafayette Berlin
Cybex's Platinum line is the heart of the brand and embodies their target consumer perception, demographic and values. The Koi collection is a new member of the Platinum line product range and draws inspiration from trends within fashion industries as well as premium lifestyle brands. For the Koi launch, Cybex was able to secure a location within Galaries Lafayette, a high-end retail location that houses a variety of brands from fashion labels and home-ware through to artisanal food and wine. It is an environment that aligns with the goals and ambition of the Platinum line and therefore is an ideal location for the launch of this particular collection.
The team and I aligned with the project stakeholders prior to concept development in-order to formulate a well-rounded overview of all inputs and goals. We also visited Galeries Lafayette to understand the location and research how other brands presented there. Based on our findings, it was clear that this project was as much about brand positioning and perception as it was about the product launch itself.
From a sales perspective, more is more within the traditional child safety retail environment however, for this particular project research suggested that reducing product quantities would undoubtedly have a stronger impact considering the location, demographic and expectations from a brand perspective. As a result, we were able to negotiate a reduction in the requested quantity of products presented so that the brand image could be highlighted through this collection, elevating it's perception as a premium lifestyle brand. The space also benefited, becoming much easier to navigate for consumers and allowing more opportunities for campaign and product communication to be integrated. Not only were we able to showcase the collection seamlessly into a fashion oriented environment but were also able to help define and develop the physical language of the Cybex Platinum brand.
Work Scope: Concept Direction, Visualizations, Technical Drawings, Project Management
From a sales perspective, more is more within the traditional child safety retail environment however, for this particular project research suggested that reducing product quantities would undoubtedly have a stronger impact considering the location, demographic and expectations from a brand perspective. As a result, we were able to negotiate a reduction in the requested quantity of products presented so that the brand image could be highlighted through this collection, elevating it's perception as a premium lifestyle brand. The space also benefited, becoming much easier to navigate for consumers and allowing more opportunities for campaign and product communication to be integrated. Not only were we able to showcase the collection seamlessly into a fashion oriented environment but were also able to help define and develop the physical language of the Cybex Platinum brand.
Work Scope: Concept Direction, Visualizations, Technical Drawings, Project Management
