Gant x StudioXAG: Beacons Campaign

StudioXAG were asked to design and produce the flagship window for GANT’s Regent Street store to launch the brand’s ‘Gant Beacons Project’. As part of their ongoing commitment to build a more sustainable business, GANT partnered with fishermen in the Mediterranean to remove some of the 165 million tons of plastic floating in our oceans, and upcycled it into yarn for their shirts.

The GANT creative team asked for a window featuring movement to capture the essence of waves and a sense of theatre that would increase footfall and drive home the Beacons message.

We sought inspiration from hand cranked, wooden kinetic toys where vertical movements are transformed into rotational wave motions. In this spirit, we crafted a giant mechanical wave machine using 120 cogs to move 30 wave forming discs. The mechanised motion was accentuated through a gradient of blue to white, whilst additional gobo lights cast watery projections in a tranquil movement across the space.

The combined elements resulted in an ethereal & mesmerizing window installation that left customers eager to learn more.