It's no secret that Marlboro is The Worlds: Number One Cigarette.
Also, the most recognisable brand on the planet; you need only think of F1 and Ferrari.
So, when gifted creative carte blanche to achieve one goal:
WOW Marlboro's TOP executives.
Along with the 12 million passengers that pass-through Geneva Airport each year.
I had to pinch myself.
We had three showcases, front, and centre of travel retail Geneva.
This is the story of the Second of these showcases.
The Push.
Marlboro has long standing history of investigating abstract association of its brand mark.
2010 was no different.
Fresh packaging designs containing a SPOT UV arrow pattern; replicated within one creative execution.
This offered an ideal springboard for inspiration.
I recollected my experience of Anish Kapoor’s sensational, Tate modern installation, many years previous.
I imagined these simple, collected forms pushing slowly through a dynamic surface.
The Marlboro mark slowly rising and falling; mesmerisingly deforming a gentle arc of stretched, graphic fabric.
Creating an alluring, dynamic animation.
However, with one animated concept, The Wave, in the deck. I restrained the concept to a static execution.
Through close collaborations with the production team, it was decided to pursuit a flocked CNC solution.
Proof of concept prototypes investigated the effectiveness of the flocking process with various pattern scales and treatments.
This resulted in two production displays; with and without a pattern background.
The plain; sat within Marlboro head office, outside the chief executives office.
The patterned; landed in Geneva airports platinum, travel retail hotspot.
The project began a long lasting, fruitful realtionship with Marlboro for all involved.
The showcases were loved and amazed by those involved in the project and the millions of passengers passing through Geneva Airport.
Including the Global, Marlboro executives.
The sister showcase, The Wave, was Shortlisted by POPAI Judges.
Best Short run | Permanent Display 2013
