On one of the most prestigious shopping streets in the world, standing out is no small feat. Tasked with launching six new flagship units totalling over31,000 sq ft, the ambition was clear: create a campaign that could compete with (and complement) the likes of Gucci, Louis Vuitton, and other global icons just doors away.
This wasn’t just another retail rollout. It was an unprecedented collection, set within a newly regenerated stretch of New BondStreet. It needed to capture the imagination of best-in-class brands across fashion, lifestyle, and beyond. The creative had to work hard. Turning heads. Sparking curiosity. And proving this space was more than a location… it was a statement.
Leaning into the visual language of high-end window displays, our campaign reimagined the storefront as a surreal, theatrical catwalk. Inflatable, avant-garde garments floated on invisible mannequins, creating an otherworldly retail moment designed to stop even the most seasoned shopper in their tracks.
The anonymity of the characters was intentional. With no defined figure, the space became a blank canvas, inviting every passerby, brand, or business to imagine themselves at the centre of it.
Framed by bold, retro graphics and statement colour — all anchored by the campaign line “Step into Mayfair” — the creative rolled out across window installations, a bespoke website, pitch materials and printed booklets designed to seal the deal.
Since launch, every unit has been filled by leading global names across art, fashion, and tech — from Opera Gallery to Pronovias and Bang & Olufsen — with the creative still in circulation to this day.
