Guerlain Abeille Royale Media Launch 娇兰帝皇蜂姿媒体发布会 Guerlain 是一个传承历史,奢华,经典,品位的悠久品牌,它自 1828 年创建以来服务过众多皇室名流,它在香氛和护肤领域系出名门又勇于创新。为了诠释娇兰帝皇蜂姿系列的特点,我们在氛围上借用品牌的皇家气度在具体形式和色调上紧扣“蜂姿”。

Guerlain Abeille Royale Media Launch/娇兰帝皇蜂姿媒体发布会
 
 
Guerlain is a brand steeped in history, luxury, and classical elegance. Founded in 1828, it has served the royalty in Europe for centuries, most famed for their fragrances and skincare products. To communicate the brand proposition of the Abeille Royale product range, we used vintage design elements to express nobility and modern geometric and tactile elements to express the fact that the products were made from the honey of the blacks bees off the coast of France.
 
Guerlain 是一个传承历史,奢华,经典,品位的悠久品牌,它自 1828 年创建以来服务过众多皇室名流,它在香氛和护肤领域系出名门又勇于创新。为了诠释娇兰帝皇蜂姿系列的特点,我们在氛围上借用品牌的皇家气度在具体形式和色调上紧扣“蜂姿”。
The invitation itself is a bar of honey hued soap. The details are found on the back, and a bee pendant is embedded within the soap, only obtainable after the soap is used.
 
邀请函是一款金色剔透内嵌金色蜜蜂的手工香皂。邀请的具体信息刻在香皂的背面,随着香皂被一点点使用,最终内嵌的金色蜜蜂可以被当作留念礼物取出并珍藏。
The registration desk features a tablet of bee wax, backlit for a golden shine. Guests sign their name on the wax with a feather pen and a heated tip.
 
签到同样发生在一款巨型手工蜡板上,配合金色的羽毛笔,来访者可以轻松的留下亲笔签名,并被 Guerlain 永久地保留下来。
The 3 installations are the highlight of the waiting area. They are made from wood found eroded and abandoned at beaches. Polished and painted to a glossy black, 3 types of flowers painted gold sprout from the trunks, from the 3 flowers of which the fragrance was concocted. The trunk is grounded upon a mirrored platform, and mounds of gold sand at once obscure and reflect beautifully the installation above. Black and white images of the bee's natural habitat are projected on layered pieces of white fabric, inviting the guests into a dramatic rendition of the product truths.
 
3 个展区是等待区的亮点。其中的树枝取自弃在海边被海水侵蚀的枯木,我们把它抛光绘上黑漆,3种金色的花卉在其上发芽,并散发出特制的香氛。枯木斜倚着镜台,金沙堆在它们脚下忽明忽暗的折射出它们头顶的美景。蜜蜂天然栖息地的图像被投影在层层的白色纱幔上,诱惑着人们去领会娇兰此次产品的真谛。
 
The LED screen opens up to reveal the product display area. A helical hanging structure expresses the restorative effects of the product on aging skin, hugging the hexagonal black columns upon which the products sit.
The LED screen opens up to reveal the product display area. A helical hanging structure expresses the restorative effects of the product on aging skin, hugging the hexagonal black columns upon which the products sit.
 
空间布局考虑到发布会的流程将产品展示区放到了小舞台后面,既照顾到发布时刻的惊喜又给媒体拍照预留了足够的空间。LED 屏在产品亮相时缓缓打开,六角形的黑色主体结构衬托着系列产品。舞台周围螺旋形的结构进一步诠释蜂姿系列对皮肤的修复功能。
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