Lane Crawford Opens up A World of Personalised Experiences With ‘Discover Your Colour’ Campaign

HONG KONG, CHINA - Media OutReach - 9 May 2019 - Lane Crawford, Greater China's leading iconic luxury department store, launches its latest brand campaign 'Discover Your Colour'.  Inspired by aura photography, the campaign is a technicolor experience that invites the customer to discover new shades of their personality, to help one to gain a deeper meaning of themselves. It allows Lane Crawford to connect with them on an emotional level, by curating experience, product and content to create dynamic and personalised interaction in store and online.^[1]

YELLOW

Happy, Friendly, Warm

BLUE

Peaceful, Devoted, Artistic

INDIGO

Imaginative, Fun, Unconventional

RED

Passionate, Active, Energetic

ORANGE

Creative, Confident, Outgoing

GREEN

Positive, Focused, Patience

WHITE

Mindful, Balanced, Wise

VIOLET

Playful, Charming, Curious

"'Discover Your Colour' is about how Lane Crawford connects with our customers, with the aura colours, we hope to open up new possibilities of individual expressions, for our customers to discover and experience." Said Joanna Gunn, Chief Brand Officer, Lane Crawford.

Collaborated with Chandelier, the renowned boutique creative agency founded by Richard Christiansen, the campaign is the work of two of fashion's most exciting and interesting image makers.  Widely acclaimed photographer Harley Weir captures portraiture in a fresh new light, her play with colour, lighting and set design creates an elevated yet unusual mood in these visuals.  As the Creative Director of Dazed, influential stylist Robbie Spencer has put forth eight striking looks with deep conceptual and cultural layers, each symbolises the traits of the colours.  The two models, Ling Chen and Zi Liang, are fresh faces who represent both the past and future of Lane Crawford -- at once iconic and sophisticated, yet totally of the next generation; a mix of Designer and Next Generations brands are being featured, including Acne Studios, Alexander McQueen, Amiri, Balenciaga, Cult Gaia, Plan C, and Rokh.

"Lane Crawford was one of our first clients, and from the onset, it was clear that their ambition and brilliance would be rare and unmatched. Together, we have created many campaigns over the years that pushed the boundaries of how we communicate. We are excited to partner with Lane Crawford on this forward-thinking initiative that sees the brand engaging in a more experiential and interactive dialogue with customers in China." Richard Christiansen, founder of Chandelier said.

'Discover Your Colour' will be launched on May 17, 2019, throughout the next six months, customers are invited to discover and experience the eight auras through a series of curated experiences, including aura mapping, multi-sensory installations, interactive video artwork by Chinese artist Zhou Fan, and a greenery room across Lane Crawford stores in Hong Kong and China, and on lanecrawford.com.

References

1. ^{^} Media OutReach (www.media-outreach.com)
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