Department store chain Fenwick is celebrating life spent outdoors with the launch of ‘Summer GB’, an omnichannel campaign set to go live across all eight of its locations nationwide.
Shot by London-based photographer Theo McInnes, the campaign will be pushed out via window displays, pop-ups, takeovers, exclusive products, new brand launches, limited-edition Fenwick products, exclusive experiences and events.
With imagery shot at the Crystal Palace National Sports Centre, the brand’s creative aims to capture the joy of outdoor living across the summer, heroing weddings, long weekends and sport with friends.
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“On set we played around with different camera techniques to give a sense of motion to the imagery and shot fly-on-the-wall style to give a documentary and observational feel to the pictures,” McInnes said.
“The shoot was packed with colour with a focus on red, white, and blue to reinforce the shoot concept in a more subliminal way. What we created feels like a fresh take on a fashion campaign with a creative that has many styles and layers.”
The campaign will also include a series of partnerships and tie-ins such as the setting up of running clubs with sportswear brands Sweaty Betty and These Girls Run, as well as a range of limited-edition Olympic-themed patisserie produced in-house at Fenwick restaurants.
