EYECONS: Mulberry is fêteing the global launch of its first collection of sunglasses with an immersive installation that runs until Feb. 17, next to its flagship on Regent Street. Dubbed #MulberryReflections, the concrete space is meant to provide a cool respite for fashion showgoers, and the hustle and bustle of Regent Street shoppers.
“It’s amazing to have this space, because not only does this area have amazing tourist footfall but we can give people an opportunity to be introduced to the brand, explain our universe without feeling like they’re being sold to,” said Charlotte O’Sullivan, brand director of Mulberry.
Visitors enter the space through a blue transparent plastic curtain where a 360-degree screen projecting the new eyewear campaign video greets them and mirrored walls frame the screen.
“I like the idea that you have to go around the mirrors while the girls are dancing in the campaign, it creates a playful moment and I just want to keep it relaxed, positive and fresh,” said Johnny Coca, creative director of Mulberry.
While the space celebrates the brand’s new sunglasses range, there’s not a product in sight. Instead, a screen is placed on a pillar near the back, where customers can pick and choose their desired