How do you bring together a universe for both children and adults in an Xmas campaign?
Hummel, a leading name in fashion and sportswear with 16 stores, wanted to create a unique and elegant Christmas decoration that could appeal to both the children’s, women’s and men’s departments. With a focus on creating a wonderful atmosphere without compromising on the brand’s style and quality, it became clear that the choice of Christmas decorations had to be both well thought out and versatile.
The primary challenge was to develop a decoration that, with the right balance, was both tasteful and suitable for children and adults alike. After careful consideration and creative brainstorming, Hummel chose that the X-mas campaign would contain glossy silver foil, which would support the glitter and silver Christmas baubles the stores were to be decorated with.
The beautiful glossy silver foil adorns the large window panes in Odense and Aarhus, including foil in the form of glittery silver circles. All shops have sign holders in black MDF with grooves, in which signs with applied silver foil are inserted, as well as signs with the same applied text that hang from the ceiling. A final finishing touch are the small custom-made add-ons for the price signs, which are pushed in over the top of the sign and with the double-sided effect create an elegant and complete look.
