For this project, I collaborated with Unit1 Creative on the design of windows and in store visual merchandising to reposition the Myer brand and launch the Autumn/Winter 2015 fashion season, a key element of the brand relaunch. Unit1 Creative directed all fashion expressions of the Myer brand relaunch, working in collaboration with Clemenger BBDO. The concept developed fed into many aspects of the brand relaunch including brand photoshoot and launch catwalk.
Concept Development - Parti Model, Floor Plan and graphic print
My brief was to create an unexpected and engaging spatial articulation of the Myer brand transformation for the windows and in-store VM that also worked seamlessly with the other brand relaunch elements. The concept needed to connect with a disengaged passing audience in busy shopping streets, prompting them to pause and reevaluate the Myer brand. Functionally the concept needed to be materially affordable and scalable for different stores with varying budgets and installation capabilities, from the Bourke Street flagship to small secondary market locations.
About the concept "Mathilde’s design work began with a simple yet powerful insight: windows and visual merchandising are experienced in motion. This dovetailed neatly with the brand rejuvenation journey we were beginning across the board – a shift in collection, approach and season. Mathilde’s concept was dynamic, sculptural and ever-changing; a fluid sweep of black and white blades and mirrored planes creating a dramatically different visual experience, depending on your perspective. Walk in one direction and the windows are bright white and light-filled, in the other direction they are black as night; both ways shifting as you walk past, the artfully positioned mirrors subtly playing with the mannequin positions, so nothing is quite what it seems." - Nikki Hillier, Unit1 Creative
3D perspective of Bourke St. Window Display
"Having worked collaboratively across different creative disciplines for over 20 years I have been fortunate to work in partnership with some exceptional designers in different fields, many with decades of experience. For me Mathilde is up there with the very best of them. She has extraordinary creative intelligence and a natural ability to work collaboratively. Mathilde’s work is expressive, original and engaging and I very much look forward to working together again some day."
- Nikki Hillier, Unit1 Creative
- Nikki Hillier, Unit1 Creative
In-store Visual Merchandising
MYER Bourke St. Window display, Melbourne
Myer catwalk launch night and photoshoot images
