Dashing partnered with the Country Road creative team to produce this year’s Mother’s Day campaign. The project focused on sustainability, incorporating recyclable cardboard tubes, in line with the business’ main values. The activations took place in two locations: Country Road flagship store in Chadstone, Melbourne, including impressive window displays and in-store launch zone, and David Jones top-tier store at Elizabeth Street in Sydney, with an exclusive window take over and innovative zone on level one.
We produced the cardboard tubes, printed vinyl floor decals with Country Road branding, round plinths, in-store elements, and supplied clothing racks. Managing industrial design, production, and installation, we were able to generate this impressive result in both locations. Window executions created a powerful visual impact using concave and convex shape screens. All items followed a specific Pantone colour pallet, matching the winter-autumn collection and keeping soft tones and forms.