Ready launches new Molton Brown fragrance.
Bath-based creative agency Ready are launching Molton Brown's new Vetiver & Grapefruit Collection with a series of eye-catching retail experiences.
Molton Brown’s master perfumers have a rich heritage in combining imaginative and unusual ingredients to create unique fragrances. For their latest launch, the brand collaborated with rising designer Peter Tarka, a specialist in pioneering 3D imagery.
To grab consumers’ attention and drive footfall to Molton Brown stores and concession stands, Ready has brought Peter Tarka’s creation to life through large-scale 3D optical illusions placed at shopping centres around the UK.
The installations utilise anamorphic art to create clever optical illusions that represent the tension between the new fragrance’s contrasting notes. Each one invites those who experience it into a world of rough and smooth textures, stark and soft shapes and gravity-defying objects that reflect the fragrance’s skilful construction.
Shoppers who interact with the experience can enter their details into a prize draw to win a luxury weekend in London. Those who do so will also receive a free 30ml sample of the bath & shower gel product from the new range.
Ready director Jake Xu said: “Molton Brown are true pioneers when it comes to original perfumery. So when they asked us to deliver a show-stopping retail experience for this launch, we knew we had to push the boundaries and create something unique and original.
We’re really happy with the end result, and so are the team at Molton Brown. Working with them and their retail partners has been a great experience. We are honoured that they chose us for such an important campaign.”
The experience kicked off earlier this month at shopping centres in Newcastle, Glasgow, Milton Keynes and Bluewater in Kent. It popped up at London’s Canary Wharf this week, and culminates today (May 25th) at Victoria Quarter in Belfast.