The brief for this project was to create and propose the concept, design and campaign for a pop-up space in Selfridges Birmingham for the female denim Danish brand NOISY MAY.
NOISY MAY has a quite disruptive, edgy, and a bit unconventional branding and I wanted to reflect that in the new campaign. Since the focus was on their denim, after researching the brand, we discovered that all their jeans styles were named after the head designer’s ex-girlfriends - a good, weird and quirky fact which seemed to us like a great starting point. Selfridges had also had a new rebrand at the beginning of the year which was very playful, colourful and fun.
Thus, the idea of the ‘WE ARE’ campaign came about. For each denim product displayed we created a persona, highlighting their name given by the designer and a few personal characteristics they might have according to the denim style. Each denim product would be displayed on a mannequin with the graphics for their persona, styled with a bag full of objects that represent it.
Thus, the consumer would not only be buying a pair of jeans, but buying into a lifestyle. All the messages are brought together by the central message ‘WE ARE NOISY’, promoting female empowerment and togetherness.
The pop-up was supposed to take place in March 2020, but due to the COVID-19 pandemic it was postponed and later cancelled.