Bring clothing brand Filling Pieces’ AW19 campaign, ‘The New World’, to life at Paris Men’s Fashion Week.
We created an entirely new world within Paris Men’s Fashion Week – a near-future space. Visitors were immediately transported away from the hustle and bustle of Fashion Week, their senses reset in our blackout tunnel with scent by Abel pumped in. (A sample of this scent was included within the invitation as a sensory takeaway, playing on the link between smell, emotion and memory.)
Visitors then entered a futuristic farm filled with plants, steam, scents, clothing – and hundreds of pairs of shoes, each product numerically identified for easy ordering. We also nodded to innovative tech with graphics of binary numbers representing a different expression of Filling Pieces.
And HATTER’s work did not end with the experience. We collaborated with videographer Jeremy Fenske to create a campaign video and still assets telling the story of ‘The New World’.
This project fulfilled a key quote that inspired our concept: ‘To create the new world, we need to build today what we might love tomorrow’ – Srećko Horvat.
We created an entirely new world within Paris Men’s Fashion Week
Lose yourself in the moment. Say, “F*** it, let’s see what happens”. Channel your inner desire to play. Stop caring about what anyone else thinks.
Fully embracing joyful impulsiveness – that’s Positive Recklessness HATTER-style. It’s about creating spaces where boundaries can be pushed, limits can be tested, and worries can be forgotten. It’s about finding moments of magic in the everyday and building experiences that can change lives.