Hedoine Pop Up
Available in two exclusive high-end department stores, Selfridges London & KaDeWe Berlin.
Taking an online B2C brand offline is a challenge and following the guidelines of a luxury department store even more so.
We made a 12-week appearance in Selfridges as a part of our biodegradable tights launch, working in line with their Project Earth mission, which is boldly opening the conversation on changing the way we shop.
Some key considerations I needed to take into account were space and material limitations from Selfridges, communicating the USPs for all Hedoine tights, while also confronting a harsh tights-truth; that tights are one of the most wasteful items in your wardrobe. Alongside this we were celebrating our bold breakthroughs in technology and innovation. Creating tights that champion craftsmanship and quality materials so that you, effectively, buy less.
After numerous rounds of design, I finalised the renderings and all graphics for our stand and worked directly with Martin and Amanda from 57 Design to create our final product below.
One of the stand’s greatest successes was the tone and denier product demonstrations that sat across the top and gave customers a chance to be hands on with product without trying them on – something that is not possible with any tights.
Final Mockup by Leesa Mealing, 2D & 3D renderings and build by 57 Designs
Hedoine takes Berlin
We also took our stand to Germany’s own luxury department store, KaDeWe. The rules were a little more flexible so I was able to design a custom black rug and had my creative team produce 3x30 second looping videos that showcased both Hedoine’s brand aesthetic but also the craftsmanship and attention to detail that goes into all our products, especially our tights.
The install at KaDeWe, with the addition of a custom rug & looping brand videos - plants arrived later