2023/07 Longchamp X Toiletpaper Magazine

#07 July #Campaign #Communication Concept #Display w/ Multiple Products #Product Concept #Product Detail

Details:

Lonchamp and Toiletpaper Magazine

Longchamp X Toiletpaper Magazine

Spring-Summer Capsule 2023

Via della Spiga 6, Milan

Review:

by Peter Hamer
july 25, 2023

Joke time! Why did the horse decide to visit the clouds and dots party? Because he heard it was a “trot-tally” surreal and stylish affair, just like the Longchamp x Toiletpaper Magazine collaboration on display at Via della Spiga! I confess I asked ChatGPT for a horse joke, don’t know how it landed but I thought it was as cute as this display.

The presentation of this brand collaboration is conveyed through a vibrant and playful display – characteristics not commonly attributed to Longchamp. The main window exhibits a soaring horse, distinct from Pegasus, mirroring a design found within the collection. The adjacent smaller windows showcase campaign visuals encased in ornate baroque frames. The concept is instantly graspable, yet it incorporates an array of diverse visual and verbal brand elements. Let’s delve into the visual codes:

  • The window’s framing tape creatively integrates the Longchamp name into the Toiletpaper Magazine logo.
  • The juxtaposition of black dots against a yellow backdrop harks back to a prior collaboration between Toiletpaper Magazine and Seletti.
  • The recurrent presence of clouds, a Toiletpaper Magazine favorite, reminds me of their stint with KENZO during this FW13 campaign.
  • The horse, unmistakably Longchamp, serves as the sole Longchamp emblem within the display, aside from the products themselves.

I’m fascinated by the evolution of visual merchandising concepts for collaborative ventures. I’m curious about the key elements that both brands identify as their strongest. For Toiletpaper Magazine, their visual aesthetics emerge as victorious. On the other hand, for Longchamp, it’s the iconic Le Pliage. These undoubtedly formed the crux of team discussions. However, gauging the balance of influence – the ratio of Toiletpaper Magazine to Longchamp – within these displays remains a conundrum. Is it 80/20, or perhaps 50/50? This query surfaces whenever I encounter collaborative displays. While this particular presentation is impressive (simplistic and effective by objective standards), the notion of an ideal proportion in crafting displays still lingers in my thoughts.