Objective

To enable Joop! to make a striking entry into the UK market and to reach a younger audience through a pop-up retail space in London. Concept proposal and 3D model for my BA Fashion Marketing and Promotion, University of Westminster.

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Core Insight

Ever since Joop! abandoned the voice of its founder Wolfgang Joop, the brand has struggled to distinguish itself and reach young consumers with its message. It needs to reconsider its original flamboyant party spirit, and render it in a contemporary way.

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Strategy

Shaped like a giant exclamation mark - the brands trade mark, the space is located in front of South Bank Centre, launched for spring/summer 2022. The design follows an 80’s clubbing narrative with a humorous touch.