Lab Concept “Fashion Playground”
Lane Crawford / 2012
Concept / Art direction / Artwork / Video production
Photography Laurent Segretier
Launching campaign for Lab Concept shopping mall in Admiralty, Hong Kong.
2012 in fashion was when the boundary between streetwear and luxury started to disappear. Lane Crawford wanted new mall where the target market is younger and independent more edge. The collage technique of torn paper was to symbolize the impact of brand’s arrival. Set of 5 images were produced for key elements of the new brand - fashion, accessories, beauty, food and lifestyle.