agnès b. Non Collaboration
Born in France in 1975, the fashion brand: agnès b. developed a style that was subtle, chic, and casual and has come to be loved worldwide. To introduce the brand and its new season of bright apparel to the Japanese market, Atelier was tasked with planning the collaboration POP UP event held in Isetan Shinjuku and Hankyu Umeda. We were also responsible for producing the lookbook and announcement video promoting the 2022 Spring/Summer collection launch.
Artist Collaboration to Embody the Concept
The POP UP held in two locations, Tokyo and Osaka, was a great opportunity for the brand, so a project with maximum impact was required. As the connection with art and creativity is part of the brand’s DNA, we suggested a collaboration with the influential actress/artist: Non, to introduce the vibrant garments to those new to agnès b.
As Non is also a successful screenwriter and director who has held an influential solo exhibition, she has the ability to seamlessly bring her creative ideas to life and perfectly match the agnès b image. To express the collection theme: "I love flowers," the main visuals were shot from the bright and elegant perspective of a butterfly perched on a flower and captured the casual elegance of the garments.
A Florist, Art Gallery, and POP UP All at Once
The POP UP space was designed to stylishly embody the season's collection floral theme and the concept of returning to art. With the collaboration of All Good Flowers, a florist in Aoyama, the shop floor was designed to be filled wall to wall with flowers.
Within the space, the large-scale bright images taken with Non were displayed as though it were an art exhibition – allowing customers to imagine the different ways that the new collection could be worn.
Bespoke Retail Experience for the Modern Customer
Beyond the agnès b. garments and the floral arrangements, the interior and display designer: Atelier Matic, was commissioned to create original vases inspired by the collection. The vases were available for sale at the POPUP and created a unique and colorful art element within the space.
The POP-UP not only offered a bespoke retail experience but provided a unique element of fun and creativity by encouraging customers to customize their own one-of-a-kind agnès b. garments. The customization booth embodied the spirit of Agnès B (the brand's founder) by being a space focusing on modern sensibility, free expression and a love of art and creativity.
Online Communication Boosted by Magazine Tie-Up
For PR purposes, a tie-up with "ELLE" magazine was arranged by Agnes B Japan to maximize exposure and meet the target audience of this event. The promotional video and online article were delivered to approximately 400,000 followers through ELLE Japan's official social networking platforms. On top of this, Non kindly uploaded the promotional video and a couple of the lookbook photos to her personal Instagram page, increasing the reach and momentum of the event to new heights.
- clientagnès b.
- our role ART DIRECTION, POP UP DIRECTION, CELEBRITY CASTING, STILL AND VIDEO PRODUCTION, PR
- the team
- ProducerKlara Blanc (Atelier)
- Art DirectorSumie Yamaguchi (Atelier)
- Production ManagerKeita Niiro (monopo Tokyo)
- Casting DirectorShiori Kita (Atelier)
- PhotographerKeita Tamamura
- StylistMizuki Sakakibara
- Hair&MakeFumie Sugano
