year2025
industryfashion
- events
- campaign
the challenge
O My Bag's FW25 launch was aimed around introducing the new seasonal collection while giving special attention to Leo, their new hero bag. The event had to translate the campaign into a physical experience that felt engaging and premium, while creating opportunities for press, creators and customers to connect with the collection. The campaign also involved a second activation during Copenhagen Fashion Week, requiring a visual identity that could be adapted across multiple locations while remaining recognisably O My Bag.
process
The design process focused on building an environment that reflected the mood of the FW25 campaign without relying solely on graphics. Inspiration was drawn from the campaign's rich cherry and chocolate palette, extending into tactile materials, floral styling and a curated food offering that echoed the same theme. By considering every sensory touchpoint alongside the spatial design, the launch became an immersive brand experience that invited guests to experience the collection through more than just the products.
strategy
The event was designed to strengthen the emotional connection between the audience and the collection by turning the campaign into an experience rather than a product launch. Introducing Leo as the hero bag provided a clear focal point, while the use of seasonal colours, immersive styling and sensory details created a memorable atmosphere that encouraged guests to engage with, photograph and share the collection. The concept was developed to translate seamlessly from Amsterdam to Copenhagen Fashion Week, giving the campaign a consistent presence across both activations.
delivery
The launch was brought to life through a carefully art-directed campaign imagery within an immersive environment. Custom styling, display elements and supporting graphics transformed the space into an extension of the campaign, creating a cohesive experience across product displays, social content and guest interactions. Sensory details, including a curated food offering inspired by the campaign's cherry and chocolate theme, further immersed guests in the world of the collection.
