New Lane Crawford brand campaign to launch next week
A new Lane Crawford brand campaign launches next week, called ‘Discover Your Colour’.
Inspired by aura photography, the luxury department store’s new campaign is described as “a technicolor experience that invites the customer to discover new shades of their personality, to help one to gain a deeper meaning of themselves”.
In a statement, Lane Crawford said it allows the brand to connect with customers on an emotional level, by curating experience, product and content to create dynamic and personalised interaction in store and online.
“Discover Your Colour is about how Lane Crawford connects with our customers,” said Joanna Gunn, chief brand officer at Lane Crawford. “With the aura colours, we hope to open up new possibilities of individual expressions, for our customers to discover and experience.”
The campaign is a collaboration with Chandelier, the creative agency founded by Richard Christiansen, who engaged photographer Harley Weir to capture portraiture using unusual colours, lighting and set designs to create “an elevated yet unusual mood” in the campaign visuals.
Stylist Robbie Spencer, the creative director of Dazed, created eight striking looks for the Lane Crawford brand campaign, using deep conceptual and cultural layers. The two models, Ling Chen and Zi Liang, are fresh faces who represent both the past and future of Lane Crawford – at once iconic and sophisticated, yet totally of the next generation. A mix of designer and ‘next-generations brands’ will feature in the campaign, including Acne Studios, Alexander McQueen, Amiri, Balenciaga, Cult Gaia, Plan C, and Rokh.
“Lane Crawford was one of our first clients, and from the onset, it was clear that its ambition and brilliance would be rare and unmatched,” said Christiansen. “Together, we have created many campaigns over the years that pushed the boundaries of how we communicate. We are excited to partner with Lane Crawford on this forward-thinking initiative that sees the brand engaging in a more experiential and interactive dialogue with customers in China.”
‘Discover Your Colour’ will launch on May 17, and run for six months.
Customers of Lane Crawford will be invited to experience the eight auras through a series of curated experiences, including aura mapping, multi-sensory installations, interactive video artwork by Chinese artist Zhou Fan, and a ‘greenery room’ across Lane Crawford stores in Hong Kong and China, as well as online at lanecrawford.com.