“We wanted to do something special in Cannes this year which would relate directly to the Paul & Shark brand,” explains Worldwide Travel Retail Director Catherine Bonelli.”The Regatta is perfect, celebrating Paul & Shark’s heritage and sense of adventure! It’s going to be a wonderful event with teams enjoying a fun yet challenging day at sea. And, of course, there is a competitive elements and lots of great prizes! It’s going to be an unforgettable experience for all those taking part.”
As the business week begins, the company will be highlighting on the stand its very special ‘PROJECT 40’ concept which has seen three world-class designers —Zhang Zhoujie from China, Ladies & Gentlemen from the USA, and Tomas Alonso from Spain – create exclusive packaging designs for the brand*. Celebrating the iconic metal can and suitcase in which Paul & Shark first sold its early British Navy inspired sweaters made of water-repellent wool, the three packaging concepts will be made available through Paul & Shark’s flagship stores globally. Within Travel Retail, the 40thanniversary will be celebrated via a special display animation using the classic packaging that inspired the Project 40 designs.
Bonelli, comments: “This is a landmark occasion for Paul & Shark; one that we knew should be celebrated by releasing something extremely special. Bringing together these three world-class designers to create new ideas based on our oceanic heritage was always going to produce something unforgettable.”
As part of the celebrations Paul & Shark is also presenting a special Spring/Summer 2017 capsule collection to pay homage to the shark. Developed in collaboration with South African biologist and shark photographer Chris Fallows, Paul & Shark has graphically revisited one of his images to create an exclusive pattern for T-shirts, technical jackets and accessories such as a backpack, baseball cap and surfboard. Called SHARKFLAGE, the project will be available in domestic and travel retail stores from next February, with items on show in Cannes this year. As part of the project Paul & Shark will donate part of the proceeds of the Capsule Collection to the Dyer Island Conservation Trust, a non-profit organisation with which Fallows collaborates extensively in relation to the Great White Shark project that explores and protects this mammal.
To support the project, a 3D Samsung Gear VR activation enabling consumers to enjoy an enthralling 360deg experience – swimming in the ocean alongside a Great White – will be available.
“Worldwide Project 40 has already created some fantastic buzz around the Paul & Shark brand and this is important for continuing to build interest among consumers within the travel retail environment. Although the limited edition presentations are not suitable for travel retail, we are nevertheless using the Project 40 inspiration to celebrate our anniversary within stores via display animations wherever possible, while the SHARKFLAGE capsule collection will certainly feature in selected airport stores next year,” adds Bonelli.
Paul & Shark will also have its embroidery machine on the stand to allow visitors to personalise a special gift from the company.
The company can be found in the Riviera Village (RH08)
The video explaining how the designers were inspired can be seen on:
https://www.facebook.com/paulshark/?fref=ts
MORE INFORMATION ON THE WORLDWIDE PROJECT 40 PACKAGING
* The inspired ‘briefcase’ packaging has been designed by Zhang Zhoujie, with hand folded and bent metal sheets and digital network graphics cleverly combined to reflect the waves of the sea. Sold with the briefcase is the special edition iconic blue cardigan with metal effect lining, which also draws inspiration from the packaging.
* The classic Paul & Shark Can has been reinvented by designers, The Ladies & Gentlemen. Housing Paul & Shark’s limited edition iconic sweater with “Project40” label, the can transforms into an elegant LED lantern once the contents have been removed.
* Eco-sustainability has been an issue Paul & Shark has supported for a number of years, and designer Tomás Alonso respects that with his triangular packaging made with recycled plastic waste.
No comments:
Post a Comment