Paris – Zack Chia

Library fashion shop

Posted on May 17, 2015 by Zack Chia

When it comes right down to retail shopping, the very essence of exceptional marketing depends on remarkable services as well as engaging experiences. Themed shopping experiences is one way to leave a strong impression for your clientele. The fact that a lot of designer and luxury boutiques splurge on creative retail displays and pop-up shop marketing campaigns, is a clear sign that this is an opportunity that should not be missed. Sonia Rykiel’s recent opening of their store in Aoyama, Tokyo, epitomises the significance of such classic retail experiences. Their library-themed store packs a really eye catching interior, splash with red and generous shelves of books from the floor right up to the ceiling. And mind you, these are not just wallpaper printed art executions, but real use of props to simulate the theme desired. It all started from Paris where the retail experience centred around the origins of the Left Bank and the concept was later brought globally across the different Rykiel stores. For the A/W 2015 collection, the stores will now feature works from André Saraïva and Daniela Andrier, whom the latter curated an exclusive fragrance for the brand.

Live billboards

Posted on November 1, 2013 by Zack Chia

I have always wanted to create an outdoor activation like this. Ikea has recently came up with an interesting billboard advertisement where they feature real actors inside their billboards. We see the actors going about their usual daily routines in the public, while being featured inside actual billboard. This was done up in Gare St Lazare station in Paris, France. The ‘live billboard’ is erected a few feet above ground level but were a comfortable gaze from eye level. The result is an extremely attention seeking feature garnering the likes of the public. Of course, it comes natural with voyeuristic attention. Ikea’s message was a straight and blatant one: “At last a bathroom that rises above the rest.”

Be a part of fun

Posted on July 10, 2013July 10, 2013 by Zack Chia

Most of you would have realize a lot of creative marketing campaigns for video games revolves around a rather passive form of communication like posters, banners and magazine articles. It used to be effective and one of the best ways to market a video game was through interesting write ups on tech magazines by “video game gurus” or launching ads with beautiful game cover designs tactically placed across the country on billboards or little posters at video game shops. These days, with the massive proliferation of rich content in the game industry, it is absolutely necessary to craft an experience rather than communicate one. Sid Lee and Ubisoft has recently came up with a project for “Assassin’s Creed IV: Black Flag.” The marketing campaign drives across their communications through online and offline. Fans were asked to log on to a site, where they would see an artwork created by artists from L’Ecole Nationale des Beaux Arts in Paris. You see a really detailed painting of a fighting scene somewhat in the era of the “Age of Piracy” along the timeline where the video game is set to be.

The interactive aspect of the campaign requires users to use their webcams and have their faces placed on the characters within the painting, and the most popular faces would be featured as part of the painting. To sweeten the deal, it is said to have their faces painted on as part of the actual piece of art to be displayed in Le Musee de la Marine this November. Again, we are witnessing a creative way of engaging consumers by getting them to be part of the marketing campaign. Naturally, we would expect social and other online media to be tagging along. Great work.

Euro 2016 logo

Posted on July 2, 2013July 2, 2013 by Zack Chia

Creating logos for corporate branding is an inherent part of a creative designer’s portfolio. Many creatives forsake creativity in an effort to submit to intransigent clients with mundane quality work so it is absolutely vital to ensure a good mutual relationship between both parties. I love how Portuguese studio Brandia Central put together a fine piece of work for the next European soccer championships. Early developments for the logo had already begun whilst the actual event is held in France 2016.

Developing a logo is no simple feat. It requires a great deal of synergy between both the clients and the designers to develop a logo that serves it’s purpose while maintaining it’s appeal. The studio came about an idea of ‘celebrating the art of football’ with three ‘Fs’ as it’s core idea: festivity, football, France. These are simple yet power values to instill for the event.

I personally like how they treat the logo and the little video which documents the design elements that accompanies it along. It shows a seamless experience of how the logo came about. There is so much life and energy in the video. At the end of the day, it is not just what’s nice, but what works.

Scrabble Time!

Posted on June 6, 2013 by Zack Chia

Everyone that I know of had played Scrabble and would love this game. If it is simply just the usual word puzzle game with friends, I guess that wouldn’t bring much social attention. Scrabble had recently did this very interesting campaign of getting you to literally win Scrabble time. With Scrabble Wi-Fi, you can challenge the game and stand to win free Wi-Fi minutes at locations where there isn’t any Wi-Fi! Interesting enough Scrabble had several well equipped vans with portable Wi-Fi connections and had them dispersed around Paris to places which people had problems with the internet connections. This is definitely one way to get people to start playing your game! A great idea that adds value to people’s lives at the same time allowing the brand’s presence to grow. Wonderful and creative work here.