Launching Karl Lagerfeld Jeans

After working with the Karl Lagerfeld team on their Cara Loves Karl collection launch, they approached us to consider what the future could look like for the roll out of their new brand, Karl Lagerfeld Jeans.

We focussed on how we could tell the story of the overarching and iconic Karl Lagerfeld legacy, but through a lens that speaks to a younger generation.

The storytelling was crucial for communicating with the brand’s audience in an immersive way and by drawing on Karl’s influence as an innovator with enormous relevance, we were able to produce a creative strategy that offered something fresh, whilst remaining within the Karl Universe.

The concept was formed around a central cube: a creative hub where music, fashion and art collide; a space that resonates and connects with the Gen-Z audience; and a place to hang and feel inspired. This included design details around the space such as an inflated metal table, DJ booth and large-scale speakers that celebrate Karl’s love of music.

The design focused on creating distinctive and ownable hero pieces that create a strong visual identity for the brand, and encourage engagement within the retail space.

We pushed the boundaries of materiality, experimenting and prototyping to produce bespoke features as luxe as the Karl Lagerfeld brand; seamless and stylised.

Offcuts of Karl Lagerfeld Jeans samples were also used to fill and cover features within the store and the blown metal table was produced creating an innovative technique to inflate polished steel. It’s a smart choice environmentally when considering the reduction in material usage, you get a much larger volume with less material.

From our initial concept ideation to material reviews, we took the Karl Lagerfeld team along with us on the journey and gave them full visibility of the process. Through this collaboration, we were able to achieve the fantastic outcome that the Karl Lagerfeld Jeans Madrid store is now.