Upgrade the brand image in terms of desirability and glamorous approach to present the
K-WAY Q3 new collection, comunicating in a strong, stylish and low-coast way the fashionable
direction that the company wants to follow
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The brand K-WAY was born in Paris, in 1965, when Leon-Claude Duhame during a rainy winter day,
created a simple, unisex waterproof jacket of nylon that later became the iconic product of the brand
The concept METAMORPHIK comes from the main change that the brand is now experiencing from
sportive to fashion and experiencing live in a city like Milan, where the weather is always changing
unpredictably and you still want to look fashion
The clouds are the constant in every window, linking and guiding the user trough the storyline,
by using different color, intensity and blinking effects in order to bring the scene alive
We were assigned two different type of fabrics from the new collection to be displayed in 4 windows
of the actual store (in Milan), So we decided to create a storyline about the changing weather in every
window in a very attractive and impactful way
RAINY WINDOW
The Vynil fabric is shiny, chic and waterproof so we created a scenary around it which tells the story
of who and how can these jumpers on a city night out be worn
COLD WINDOW
The second part of the story is when the rain is gone but is very cold, so wearing the Wool
padded is the best option to be comfortable but staying classy
RAINBOW WINDOW
The last part of the story is when the rain is gone and the sun arrives so it comes with a rainbow
represented by the multicolored LeVrai iconic jacket which is playful and practical
Milan, Italy, March 2017
