To support the launch of Lynx Black we created Blackspace, an understated, authentic space for music, fashion, talks and more. In the process it provided the perfect opportunity to present Lynx in a more culturally relevent way.
CLIENT LYNX YEAR 2015 ROLE ART/CREATIVE DIRECTOR
The first challenge was naming and branding the space, from a lockup and signage, to film iconography, to how the interior was styled.
Launching the space, we created a sizzle film for Facebook and Insta. We also created series of OOH ads in the Brick lane area and proximity SMS targeted at passers by.
The boxes also included black t-shirts. But these T's had something special (literally) up their sleeves. Each contained a Bluetooth chip that meant that the wearer could skip the queue, their favourite drink was ready for them at the bar and their specially curated ASOS edit picked out for them... even their Spotify playlists were played on the venue's sound system.
Blackspace gave Lynx a new found relevence to its audience, refreshing its tired brand associations, tone and aesthetics.