Giving Caesar his due, it was a team effort, with my classmate Roseline Veujoz.
You may be familiar with the brand, Morgan, and for those who are not, they are specialized in women clothes.
After studying the brand DNA, we realised that this was the most important thing to know about the Morgan-Girls : they are confident, captivating and sexy, ready to go after what they want...
In fact, they are not unlike the James Bond girls !
And here was our concept.
Red, steel and black are their colors, and the store was to emphasize this aspect, as well as their clean certainty and their cutting-edge seductiveness, using shapes like the spiral or the iris, the confort of a world where they have the power.
What was meant to be a one-shot store concept is strong enough to morph into a co-branding venture, or even a full scale advertising campaign concept.
The James Bond spirals are indeed not those of an iris, he is not a photographer but a spy with license to kill... They are the inner spirals of his revolver barrel.
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