luxottica

Gigi Hadid for Vogue Eyewear Launch

july 2017

For the New York launch of Luxottica’s latest collaboration with American sweetheart, Gigi Hadid, The Gathery developed and designed a playful environment inspired by the campaign’s imagery inviting guests to spend the ultimate ‘weekend’ with the celebrated supermodel. Held at Industria Studios, we created an immersive setting that transported guests to a photoshoot making visitors the subjects of our cameras. Styled like a deconstructed American home, each vignette riffed off traditional patterns – from stripes to polka dots – to maximize the vibrancy of each of our rooms.

Guest entered the experience through unassuming garage doors leading to the back-of-house of our staged shoot. A screen installation showcased the new campaign images while catering tables were merchandised as craft food services. As attendees discovered our main room, a hyper-colorized and surreal reduction of a suburban home, they were summoned by friendly models to explore each of our settings – from a 1970s-inspired rec room to a powder-blue gingham bathroom where guests could refill their rosé wine directly from the faucets. Gigi held court while Alexandra Richards kept the turn tables spinning as guests captured their photos.

Services

Brand Strategy and Planning
Creative Direction
Experiential Design
Graphic Design
Custom Fabrication
Event Production and Management
Talent Casting and Styling
Video and Photo Production