Etro China | Digital Summer Campaign, Interactive Rooms Concept

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References Campaign Rooms Gallery
Etro China - Digital Summer Campaign, Key visual mockup by Francois Soulignac - Digital Creative & Art Direction - MADJOR Labbrand Shanghai, China
Etro is an Italian fashion house founded in 1968 by Gerolamo “Gimmo” Etro as a textile design company. The main stylistic driver for Etro over its first decades was the paisley pattern, and variations on this theme. The company’s headquarters is located in Milan on Via Spartaco, and was refurbished in 1977.



Details

Brand : ETRO China, ETRO Milano
Team : MADJOR – a Labbrand Group company (Shanghai, China)
Services : Content creation, Art direction, Graphic design, Production management
Platforms : 微信 WeChat (Tencent), Pop-up store on-site (shopping malls in Beijing & Shanghai)
Status : Ideation, Conceptualization, Production (in partnership with Etro Milano)

Context

The following visuals are extracted from researches, art direction and graphic design productions dedicated to the Etro Digital Summer Campaign introducing Etro SS18 in China. The first researches were made from scratch, inspired by the collection itself; then by the concept “Etro – Tree of life” from the mother company in Milano. Also, the last part introduces an unpublished concept of installation, Etro Interactive Rooms – as management consulting, suggested as activation to support the celebration Etro 50th Anniversary.

References | Brand exploration

Etro – Infinite Path | Sky is The Limit. Video by Etro.
Etro China - Digital Summer Campaign, KEY REFERENCES - Francois Soulignac - Creative & Art Direction - Labbrand Madjor Shanghai, China
Etro China - Digital Summer Campaign, Brand exploration PAISLEY - Francois Soulignac - Creative & Art Direction - Labbrand Madjor Shanghai, China
Etro China - Digital Summer Campaign, Brand exploration MARIO TESTINO - Francois Soulignac - Creative & Art Direction - Labbrand Madjor Shanghai, China
Etro Milano – Photos by Mario Testino.
Etro China - Digital Summer Campaign, Brand exploration ERIK MADIGAN HECK - Francois Soulignac - Creative & Art Direction - Labbrand Madjor Shanghai, China
Etro Milano – Photos by Erik Madigan Heck.
Etro China - Digital Summer Campaign, Brand exploration MIKA NINAGAWA - Francois Soulignac - Creative & Art Direction - Labbrand Madjor Shanghai, China
Etro Milano – Photos by Mika Ninagawa.
Etro China - Digital Summer Campaign, Brand exploration MIKAEL JANSSON - Francois Soulignac - Creative & Art Direction - Labbrand Madjor Shanghai, China
Etro Milano – Photos by Mikael Jansson.
Etro China - Digital Summer Campaign, Brand exploration BEN TOMS - Francois Soulignac - Creative & Art Direction - Labbrand Madjor Shanghai, China
Etro Milano – Photos by Ben Toms.

Digital Campaign | Key visual expression

Etro | Tree of life

Etro – Tree of life. Spring Summer 2018. Video by Etro.

Notes & Researches

Etro China - Digital Summer Campaign, Key visual Researches - Francois Soulignac - Digital Creative & Art Direction - Labbrand Madjor Shanghai, China
Etro China – Digital Campaign. Sketches and researches for key visual by Francois Soulignac, MADJOR Labbrand Shanghai.
Etro China - Digital Summer Campaign, Key visual mockup - Francois Soulignac - Creative & Art Direction - Labbrand Madjor Shanghai, China
Etro China – Digital Campaign. Key visual Key visual option 2. Mockup by Francois Soulignac, MADJOR Labbrand Shanghai.
Etro China - Digital Summer Campaign, Key visual mockup - Francois Soulignac - Digital Creative & Art Direction - Labbrand Madjor Shanghai, China
Etro China – Digital Campaign. Key visual researches by Francois Soulignac, MADJOR Labbrand Shanghai.
Etro China - Digital Summer Campaign, Key visual mockup - Francois Soulignac - Creative & Art Direction - Labbrand Madjor Shanghai, China
Etro China – Digital Campaign. Key visual option 2. Mockup by Francois Soulignac, MADJOR Labbrand Shanghai.
Etro China - Digital Summer Campaign, Key visual mockup - Francois Soulignac - Creative & Art Direction - Labbrand Madjor Shanghai, China
Etro China – Digital Campaign. Key visual researches by Francois Soulignac, MADJOR Labbrand Shanghai.

Digital Campaign | Face Filter App

Etro China - Digital Summer Campaign, Photo filter booth - Francois Soulignac - Digital Creative & Art Direction - Labbrand Madjor Shanghai, China
Etro China – Digital Campaign. Photo filter mock-up by Francois Soulignac, MADJOR Labbrand Shanghai.
Etro China - Digital Summer Campaign, Photo filter booth - Francois Soulignac - Digital Creative & Art Direction - Labbrand Madjor Shanghai, China
Etro China – Digital Campaign. Photo filter mock-up by Francois Soulignac, MADJOR Labbrand Shanghai.

Digital Campaign | 微信 WeChat minisite

Etro China - Digital Summer Campaign, WeChat minisite - Francois Soulignac - Digital Creative & Art Direction - Labbrand Madjor Shanghai, China
Etro China – Digital Campaign. 微信 WeChat mini-site. Design by Francois Soulignac, MADJOR Labbrand Shanghai.
Etro China - Digital Summer Campaign, WeChat minisite - Francois Soulignac - Digital Creative & Art Direction - Labbrand Madjor Shanghai, China
Etro China – Digital Campaign. 微信 WeChat mini-site (detail). Design by Francois Soulignac, MADJOR Labbrand Shanghai.

Items: Key-visual, 微信 WeChat mini-site and Photo-booth for pop-up store (creation and production). Content: Campaign and digital activations for Etro Summer 2018 collection (Tree of Life). Market: China, Pop-up stores in Shanghai and Beijing. Job done: co-creative direction with strategy director and global design director; art direction, presentation, graphic design, design production management.

Etro China | Interactive Rooms

Etro Family History Rooms

Etro 50th Anniversary – Interactive Rooms. Concept, sketches and notes by Francois Soulignac, MADJOR Labbrand Shanghai.
Etro China - Interactive Rooms 50th anniversary - Francois Soulignac - Digital Creative & Art Direction - MADJOR Labbrand Shanghai, China
Etro 50th Anniversary – Interactives Rooms. Concept, sketches and notes by Francois Soulignac, MADJOR Labbrand Shanghai.

60’s Room | The Dad’s Work Space

Etro China - Interactive Rooms 50th anniversary - Francois Soulignac - Digital Creative & Art Direction - MADJOR Labbrand Shanghai, China
Etro 50th Anniversary – 60’s Room. Concept, sketches and notes by Francois Soulignac, MADJOR Labbrand Shanghai.
Etro China - Interactive Rooms 50th anniversary - Francois Soulignac - Digital Creative & Art Direction - MADJOR Labbrand Shanghai, China
Etro China - Interactive Rooms 50th anniversary - Francois Soulignac - Digital Creative & Art Direction - MADJOR Labbrand Shanghai, China
Etro China - Interactive Rooms 50th anniversary - Francois Soulignac - Digital Creative & Art Direction - MADJOR Labbrand Shanghai, China
Etro China - Interactive Rooms 50th anniversary - Francois Soulignac - Digital Creative & Art Direction - MADJOR Labbrand Shanghai, China
Etro 50th Anniversary – Vintage cover generator. Mockup and notes by Francois Soulignac, MADJOR Labbrand Shanghai.
Etro China - Interactive Rooms 50th anniversary - Francois Soulignac - Digital Creative & Art Direction - MADJOR Labbrand Shanghai, China
Etro 50th Anniversary – Collection history. Mockup and notes by Francois Soulignac, MADJOR Labbrand Shanghai.

80’s Room | The Children Playground

Etro China - Interactive Rooms 50th anniversary - Francois Soulignac - Digital Creative & Art Direction - MADJOR Labbrand Shanghai, China
Etro 50th Anniversary – 80’s Room. Concept, sketches and notes by Francois Soulignac, MADJOR Labbrand Shanghai.
Etro China - Interactive Rooms 50th anniversary - Francois Soulignac - Digital Creative & Art Direction - MADJOR Labbrand Shanghai, China
Etro China - Interactive Rooms 50th anniversary - Francois Soulignac - Digital Creative & Art Direction - MADJOR Labbrand Shanghai, China
Etro China - Interactive Rooms 50th anniversary - Francois Soulignac - Digital Creative & Art Direction - MADJOR Labbrand Shanghai, China
Etro 50th Anniversary – 80’s Room – Paisley generator. Mockup and notes by Francois Soulignac, MADJOR Labbrand Shanghai.
Etro China - Interactive Rooms 50th anniversary - Francois Soulignac - Digital Creative & Art Direction - MADJOR Labbrand Shanghai, China
Etro 50th Anniversary – 80’s Room – Paisley generator. Mockup and notes by Francois Soulignac, MADJOR Labbrand Shanghai.

Present & Future Room

Etro China - Interactive Rooms 50th anniversary - Francois Soulignac - Digital Creative & Art Direction - MADJOR Labbrand Shanghai, China
Etro 50th Anniversary – Present / Future Room. Concept, sketches & notes by Francois Soulignac, MADJOR Labbrand Shanghai.
Etro China - Interactive Rooms 50th anniversary - Francois Soulignac - Digital Creative & Art Direction - MADJOR Labbrand Shanghai, China

Reference video screen 180° / 360°

40 million people in Mexico are not connected to the Internet. Yet – Video by Chubb / ALTÁN Redes
Etro China - Interactive Rooms 50th anniversary - Francois Soulignac - Digital Creative & Art Direction - MADJOR Labbrand Shanghai, China
Etro China - Interactive Rooms 50th anniversary - Francois Soulignac - Digital Creative & Art Direction - MADJOR Labbrand Shanghai, China
Etro China - Interactive Rooms 50th anniversary - Francois Soulignac - Digital Creative & Art Direction - MADJOR Labbrand Shanghai, China
Etro China - Interactive Rooms 50th anniversary - Francois Soulignac - Digital Creative & Art Direction - MADJOR Labbrand Shanghai, China
Etro 50th Anniversary – Future Room. Concept, mockup & notes by Francois Soulignac, MADJOR Labbrand Shanghai.
Etro China - Interactive Rooms 50th anniversary - Francois Soulignac - Digital Creative & Art Direction - MADJOR Labbrand Shanghai, China
Etro China - Interactive Rooms 50th anniversary - Francois Soulignac - Digital Creative & Art Direction - MADJOR Labbrand Shanghai, China
Etro China - Interactive Rooms 50th anniversary - Francois Soulignac - Digital Creative & Art Direction - MADJOR Labbrand Shanghai, China

Items: Installation designing (concept & mockups). Content: celebrating Etro 50th anniversary. Market: China. Job done: co-creative direction with consultant strategist; art direction, graphic researches, presentation.

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