Construct have created the Concept and Art Direction for the launch campaign for The Carlton Tower Jumeriah's London flagship.
With a brief to communicate the re-definition of the luxury hotel, where experience comes first. Dynamic, aspirational, personal and innovative. This is a theatre in which guests can live magical moments, the best service experiences in London.
The campaign uses the promise ‘Expect The Unexpected’ and unfolds over 8 stories told in still photography and film. Conjuring a dreamlike landscape of service, experience and memory. Balanced between the real and the imagined, the blurred boundary of dreams, memories and emotions are brought to life in a vivid visual narrative.
The campaign creation required a complex set build with landscapes created of buildings, flowers and foliage, cakes and clouds. The shoot took place over several days with stills and film shot simultaneously.
Creative concept – Construct
Art direction – Construct
And credit to our wonderful extended project team:
Photographer – Sandra Freij
Hair and makeup – Jo Gillingwater
Set – Helen MacIntyre
Stylist – Miranda Almond
Models – Bianca O'Brien and Silke Hajunga
The Production Factory
Sarah Laird & Good Company
The real value of our work is evident in its life after launch….
Founded in 1860, Frette quickly became a byword for refined linens and home furnishings, original designs and fine jacquard. Frette linens have featured everywhere from the altar of St Peter’s Basilica to the dining car of the Orient Express, and more than 500 European noble dynasties have slept beneath Frette sheets. Our task was to evaluate its heritage, potential and appeal, and to define a brand and communications strategy to deliver the success and awareness this brand’s heritage and potential deserved.
Working with Change Capital Partners and the Frette management team, our first task was to define the brand and strategy, to reposition Frette for a contemporary audience, many of whom were unaware of the brand’s heritage, quality and reputation. After much analysis, we defined the framework for the strategic focus of the brand. Layered onto this framework, we created category-defining communications tools to demystify selection. Creating the concept of the four ‘Fs’ — Fibre, Finish, Feel and Frette — the final quality standard required of the finest linens in the world.
Finally as we began to design store fascias, packaging and communications, we were able to bring these elements together to create a powerful, dynamic palette of colour, logotype, patterns, textures and iconic details. As with every successful heritage rebrand, the new identity appears to have always belonged to Frette, to have grown out of its past and into its future, far exceeding a static corporate interpretation of a brand which deserves a much higher level of sophistication.
Bringing the story up to date for 2020 the brand has extended beyond the expected touchpoints; floating on film, travelling in trams and on two wheels, framing the famous and finely
embroidered on the worlds finest linens.