Kat maconie



2023
Client: Kat maconie
Collaborators: Daniela Londono, Denisse teran & Eleonora nitopi
Location: London

Introduced to Kat Maconie by their creative director and their social & PR manager, Kat Maconie creates “shoes to take you on a joy ride” (2023). The brand takes on a maximalist approach to affordable, luxury footwear. Maconie challenges us to explore gamification through their brand, connecting to customers both online and instore.  

“How can the gamification of womenswear shoe brand, Kat Maconie’s online and in-store retail experience engage with a younger audience and develop into a fun, distinctive user experience?”

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The Concept

 
Based on our audience and our benchmark, we created a strategy that takes the customer online and offline. Creating ‘The Kat Maconie Universe’.  Within this, we designed three worlds: Paradise, Garden and Playground that tell the multifaceted story of the SS23 collection. Each world has a distinct personality and surrealist visual narrative.
Initial concept Sketch
Kat maconie concept
Kat maconie Journey
‘Paradise’ initial moodboard
‘garden’ initial moodboard
‘Playground ’ initial moodboard


Manifesto


Redefining the original brief and creating our own manifesto to encapsulate the core of the concept.  

Design Management


Using the design squiggle as a design framework to help further design thinking and communications throughout the project.
Design squiggle
Kat maconie campaign planning


SS23 Lookbook


As part of the Kat Maconie World experience, we also wanted to create a photoshoot lookbook based on the three worlds we created. We wanted to immerse the viewers and shoes into the magical and whimsical worlds we had created.
KAT MACONIE SS23 REIMAGINED LOOKBOOK
KAT MACONIE SS23 REIMAGINED LOOKBOOK (PHYSICAL COPY)


Campagin : City Branding


The campaign is of two folds: City branding across London and curating a social media strategy. The campaign’s aim is to create awareness of Maconie’s new SS23, gamification and website launch.

For the city wide campaign, we decided to keep it simple, letting the playful and intriguing images speak for themselves. We wanted the posters and stickers around London as promotional material, teasing the launch of SS23.
KAT MACONIE SS23 city-wide London campaign 
‘paradise’ sticker & icon
‘garden’ sticker & icon
‘playground’ sticker & icon
KAT MACONIE SS23 ‘paradise’ city-wide campaign poster
KAT MACONIE SS23 ‘garden’ city-wide campaign poster
KAT MACONIE SS23 ‘playground’ city-wide campaign poster

Campagin : Social Media

As Kat Maconie’s target audience was Gen-Z, it was essential to also create a social media strategy. Taking elements from the lookbook, we created an instagram and AD gif’s that could be displayed on reels or tiktok. The gif’s reveal each world layer by layer, giving the viewer a glimpse into the Maconie universe.

KAT MACONIE SS23 instagram campaign

KAT MACONIE SS23 ‘paradise’ GIF AD campaign for social media
KAT MACONIE SS23 ‘garden’ GIF AD campaign for social media
KAT MACONIE SS23 ‘playground’ GIF AD campaign for social media

Website & Gamification


We decided we wanted to create a new website to commemorate the launch of SS23 and the Maconie universe, creating an online platform in which consumers could play the games we created, as well as browse and make purchases. We wanted to create a website that would visually and conceptually embody our concept, whilst providing a engaging and memorable experience.


KAT MACONIE Website LOBBY demonstration

KAT MACONIE Website games demonstration

In-store Website Launch Event


As part of the strategy, we wanted to translate the gamification of the website to an in-store experience. Creating a fun interactive event to launch the website, as well as bring potential consumers to interact with the product.

For the event, we created exclusive drinks menu, event invitations & post-card souvenirs, as well as a VR experience of playing the games in store. The goal of this event was to create brand awareness through an interactive experience that could be posted on social media.

KAT MACONIE SS23 instore event planning

Launch Event menu
Launch Event Invitation
Launch Event postcard

Launch Event in-store zoning

Launch Event Entrance
Launch Event in-store
Launch Event games room


Let’s Collaborate!


I am an art director and interior architect from Hong Kong, based in London. Through a multi-disciplinary approach, I holistically integrate analogue and digital exploration to disrupt and challenge preconceived notions. My work is concept-driven, navigating the intersectionality between architecture, experiential design, and visual communication to curate a multi-sensory platform that delves into the intangible realm of the third space.

 Get to know more about me here.