Challenge

What happens when your brand’s founder and namesake is no longer with the business? To carry Karl Lagerfeld’s iconic legacy forward as authentically as possible after his death and also appeal to a fresh audience, the brand created a capsule collection with Karl’s muse and close friend, Cara Delevingne.

Building on the brand’s campaign graphics and custom digital avatars, this was an experiential concept spanning both digital and physical dimensions to emphasise Cara and Karl’s mutual love and the collection’s gender fluidity.

Insight

How can retail design resonate with Gen Z values and work in locations varying between department store pop-ups, owned retail shops, and temporary stores? The answer came through in-depth research into Gen Z behaviours, pop-up trends, and the seamless integration of digital elements to create authentically engaging spaces.

Brands must focus on offering excitement, shareability and personalisation to deliver an immersive experience that exceeds shopper expectations; one that doesn’t compromise on the brand’s creative vision and maintains a consistent design language across all touchpoints.

Solution

To drive hype and engagement, our modern take on Karl Lagerfeld’s brand history reimagines accessible luxury, blending physical and digital elements – with design solutions tiered by location to match different production budgets.

In a logistical tour de force, six major European pop-ups were implemented overnight on the brand’s behalf—from Galeries Lafayette’s top-level execution to the experimental, avant-garde WOW concept store in Madrid.

Some highlights that surprise and delight included:

• Interactive play with an in-store augmented reality ‘treasure hunt’ that personalises and enhances the experience.
• Product is grouped regardless of gender, with specially-designed, gender-neutral mannequins displaying the collection.
• Gen Z reacts well to touch and colour, which became key considerations for the in-store experience. A large, fanned red heart is featured throughout the space, boldly tying everything together under one key motif, in contrast to the modern, neutral colour palette used to showcase the collection.

Results

Cara Loves Karl’s success led the brand to commission us for two permanent retail design projects, including the launch of Karl Lagerfeld Jeans, as the brand continues to grow and evolve without Karl at the helm.