Construct + Amerifine web launch

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The Amerifine website launched this week!

Building on the brand work we shared with you a few months ago, Amerifine has launched this week. A multi-brand digital platform celebrating the very best of American made premium product. With digital strategy and design by Construct. The website celebrates the incredible brands curated by Amerifine in an immersive e-commerce experience. With diverse categories and rich brand stories the site has been designed to reflect the brands' purpose and values and allow for significant category and content growth over time.

Amerifine is the definitive home of American Made Luxury. Founded to celebrate the premium brands, products and experiences that embody America’s proud history of excellence, craftsmanship and the sheer joy of great design.  

Established as the only global advocate for American style, heritage and quality in the retail and experience space. The brand encompasses e-commerce, catalogue, events, content and brand advisory.

With a collection of beautifully curated made in American brands from categories including art, beauty, homeware, fashion, fine jewellery and authentic American crafts. Explore Amerifine to meet brands including DS & Durga, Spinelli Kilcollin, Steinway and Sons, Aerin, Skas Objects, Haney, Hoorsenbuhs, Sharon Khazzam and Lucchese.

With warm thanks to

Louisa Thomson

Construct + Carolina Bucci

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Carolina Bucci K.I.S.S

Inspired by the K.I.S.S. collection and the heritage of the Carolina Bucci brand Construct
have created a film treatment in homage to the brands Italian heritage.

The short film is unusual in the significance given to the formal structure of presentation with film titles and credits inspired by Italian Cinema of the golden age. Action is also unexpected with the viewers eye focussed on the oversized K.I.S.S. box as life moves around it. The camera angle is kept low throughout, consistently cropping characters to focus on the experience of the jewellery itself.

Shot using natural daylight in Carolinas home, emphasis is placed on the movement of the pieces and the reflection of light playing on the facets of their tooled finish. Inspired by the soundscape of the London Square location, ambient sounds of tennis played in the distance, soft chatter on the street and the natural sounds of the location are layered over Carolina's voice over and a soundtrack of soft but raw improvised music.

Carolina tells the story of her brand, the collaboration with Audemars Piguet and this special collection as the audience enjoys the slow visual narrative which focuses on the simple craft, form and behavior of the K.I.S.S. collection.

This is the latest project in a long collaboration between Construct and Carolina Bucci,
a special relationship which spans more than ten years.

With a warm thanks to Carolina Bucci


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Expect the Unexpected Films Part 2

When the Carlton Tower hotel opened in 1961, it was London's tallest hotel. Construct created and art directed the Expect The Unexpected campaign, which conjures a dreamlike landscape of service, experience and memory.

What we miss about big production shoots: The adrenaline, the teamwork, the moments it all comes together, the catering, the friendships formed, the stories told, the wrap and that moment you take your shoes off when you get home.

What we don’t miss about big production shoots: The 5am starts, the sore feet, the client popping in to see how it’s going at the very moment it just isn’t ‘going’, big egos on a small set, the cold, the heat (see, never happy!), waiting for the edit.

With a warm thanks to Jumeirah Hotels & Resorts