Project date: February - May 2015
Type: graduation project, intern, window display
Company: Björn Borg
Education: ROC Horizon College Hoorn
Window locations: all Björn Borg Stores in the Netherlands and Belgium
Window period: 4 weeks starting from May 18. 2015
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In order to complete the study ´Design, spatial presentation & communication´, I had to complete an intern graduation project. I received the opportunity to go intern at the Dutch headquarter of the fashion brand Björn Borg, Amsterdam. I was tasked with managing a range of window displays for the new Summer Swimwear Collection 2015. The windows had to suit the brand´s aesthetic appearance and create awareness.
The brand´s inspiration for the SS15 collection was ´a journey to find the lost city of Atlantis´. A prominent detail was a fish scale effect which we replicated through the use of sequin prints. The structure and shape of corals was used to create technical and sporty prints. The window displays had to fit this idea of taking things from down under to the dry land, be original and eye-catching at the same time.
Artist Impression ´Sold Out In Atlantis´.
Björn Borg Store, Utrecht, May 18, 2015.
Björn Borg Store, Den Bosch, May 19, 2015.
After several ideas and meetings, I presented the following concept:
Somewhere at the bottom of the ocean lies Atlantis. An official Björn Borg Store can, of course, be found in this mythical metropolis. However, there is one small problem: the new swimwear collection is way too popular. Swimshorts have flown out of the store and bikini tops are out of stock as well. Each mermaid in Atlantis wears the brand´s newest swimwear. For this reason, a couple of mermaids decide to go on a journey to the Björn Borg Stores on dry land. They are on a mission to hook a Björn Borg item. Everything is, after all, \"Sold Out In Atlantis\”.
The slogan ´Sold Out In Atlantis´ tricks the consumers´ unconscious minds and refers to exclusive items. Exclusivity combined with alienating advertising, results in high sales. Besides the increasing trend of people posing for photos with the hand-made mermaid tails, the sales revenue of the swimwear collection increased by 400%. I created an individual tail for each store, varying in length between 2.5 and 6 meters. The fishhooks were also handmade. In the end, I graduated with a 9.8 out of 10 for my graduation project.