Loro Piana .com
Agency: B-Reel
Role: Art Director
Year: 2018
Loro Piana fabrics represent the upmost quality in softness and tactility. The challenge was to bring the sumptuous textures, lightweightness and history to life digitally for a millennial audience, whilst staying true to its heritage. We recreated Loro Piana's digital architecture and product storytelling to express softness, tactility and nature at every touchpoint. I concepted interactive digital experiences with bough the physical sensation of the collection into a mobile-first experience. Overall art direction evoked a sense of deep-diving into the sensorial world of Loro Piana using a macro lens, shallow depth of field and subtle movement. This overall approach to reimagining Loro Piana's offering for a modern audience retained existing customers whilst delivering on their new brand direction.
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