The Creative Challenge

“Creatively use paper to promote our new retail space: The Imaginative Papers Shop.”

Wedding Invitation

The heart of my campaign is my Fedrigoni Family Wedding invitation. This would be used as an advertising platform to promote the new Imaginative paper store opening at The London Graphics centre, where a big Italian wedding will take place. The wedding event celebrates the fact that the two shops are coming together in partnership to create this new venture for Fedrigoni.

The Invitations would be laser cut and risograph printed on a mass production basis. The wedding invitations would then be mailed out to existing customers such as Design agencies and creatives. However to attract new customers to Fedrigoni the wedding invitations would also be given out to passers by on the street near where the shop is based in Covent Garden and could also be mailed out to local areas and beyond.

The App

The wedding Invitation would then prompt them to add themselves to the guest list via the Fedrigoni family app. When they have added themselves to the guestlist for the opening event the app will then generate a Fedrigoni family name for the customer, which then ultimately can be used to receive there fabulous paper wedding favour at the event. This is a further digital platform I have created for Fedrigoni and the new Imaginative paper store.

After the potential customer signs up to the app they instantly become apart of the Fedrigoni Family, which entitles them to special offers available in store and also weekly events through out the year. The App keeps the customer connected with the store after the initial opening event, which then keeps customers in the know about new offers and the possibility of their return to The Imaginative Paper Shop.

There is also the option to blog about your paper experience or to connect with other creatives through the Fedrigoni app via blogging about your recent projects or events that have involved Fedrigoni. It’s a great platform to connect with other agencies or possibly as a design student to immerse themselves into a sub culture of paper enthusiasts. There is also the option to use the paper selector in a much more simple format as apposed to using it online. This makes it easier to select paper on the go from your smart phone and collect in store.

The Event

Picture this, the lights are dimmed the slow jazz saxophonist is playing so effortlessly in the back ground, as you watch the bride and groom take their first dance on the dance floor. Everyone raises a glass to the marriage of The Imaginative Paper store and the London Graphics Shop 1920’s style. My main influence for the style of my campaign was the 1920’s Italy, using art deco patterns and colours throughout my work.

Also I created a series of props, which relate to that time period such as the Fedora hat and a vintage styled fascinator. I wanted to bring a Mafia style 1920’s feel to the event, however still in keeping with the sophistication and quality of the Fedrigoni luxury paper brand.

The props are another fun paper element of my campaign which would be given out to wear to customers as they turn up to the opening event “The Fedrigoni Family Wedding”. This would set the scene and really get customers engaged with the paper.

Photo Booth and Social Media

At the event there would be a Wedding photo booth where customers could have lots of fun with friends and family. Also customers would receive a sample of their family wedding photo printed onto Fedrigoni paper which they could take away with them from the event. This would also allow customers to engage with social media whilst at the event and cause awareness through various social media platforms. I have used an Instagram mock up to demonstrate this.