The fashion house of KARL LAGERFELD and model Cara Delevingne come together to launch CARA LOVES KARL: a futuristic, inclusive, gender-neutral collection and retail campaign which launched worldwide on September 8th, 2022.
StudioXAG were approached to imagine the collection’s pop-up of the future that would offer an immersive, innovative, fun and shareable experience. The interactive concept would exceed guests’ expectations at KARL LAGERFELD stores throughout Europe, including the Regent Street flagship takeover in London, plus pop-ups in Galeries Lafayette (Paris), Alsterhaus (Hamburg), Via Manzoni (Milan) and avantgarde concept store WOW (Madrid).
The CARA LOVES KARL campaign is firmly grounded in the future — a modern take on the KARL LAGERFELD brand’s history — to reimagine luxury retail in a way that gives a glimpse of what is to come for the sector, while showing the increasingly blurred line between the physical and the digital.
“The blending of both physical and digital assets allowed the consumer to interact with the spaces in new ways to explore the relationship between two icons of the fashion industry” Gemma Ruse, Co-founder of StudioXAG
CARA LOVES KARL offers a 360-degree experience through physical and digital assets that drive brand heat and engagement. Customers are given the option to participate in the campaign narrative, hunting down QR codes in the stores and pop-ups that open a world of augmented reality to interact with and explore.
Large digital walls dot the various store floors, surrounded by brushed aluminium, fluted glass, gender-neutral chrome mannequins and neon lighting that creates a futuristic feel wherever you turn. A large red heart is prominently displayed across all stores, contrasting beautifully with the modern, neutral colour palette used to exhibit the collection.
