Launching the Intraknit Product
Late 2019 witnessed the introduction of Smartwool’s Intraknit, a product entirely focused on thermal performance with limited weight and maximised warmth. The technologically advanced outdoor wear is created with body-mapped merino layers which are remarkably intricate; a design which informed the concept for their retail activation.
With a wealth of experience in the outdoor sports industry, we were the chosen creative agency to transform the Intraknit campaign into a physical outlet.
Materials
The attraction of the Intraknit product range is the dedication to technologically advanced materials; a futuristic design which disrupts the traditional construction of base layers. This futuristic product design encouraged a modern, sleek aesthetic for the retail activation; resulting in a palette of dark metals and seamless LED lighting.
As an entirely new Smartwool product, the Intraknit collection highlights a new way of producing a woven garment; focused on less waste, less water and less fabric. Debuted during a time where sustainability is of high importance across the retail environment, the Intraknit product would make a statement across the EMEA market.
Translation
Utilising the campaign messaging for Intraknit, we began to translate this into a physical campaign for the EMEA market. Launching in 15 stores across Europe, we developed a scalable offering which could be tailored to the independent locations and their specific requirements.
Clearly visible across all aspects of the physical delivery are the interwoven 3D lines, inspired by the fabric design of the Intraknit range. The scalable offer allowed for a number of doors to implement dynamic window campaigns, with the impact of the digital movement particularly impressive in the evening. Complimenting the sleek lines is the tagline ‘Feels Like Nothing’ which makes a bold statement across both the window campaigns and the in-store activations; firmly imprinting the concept that Intraknit is technologically advanced to be weightless whilst completely insulated.
As a retail promotion, the Intraknit would be implemented for a few short weeks; launching during the winter for maximum exposure. Whilst the window campaigns are a nod to the innovative design of the products, the high-profile promotions in-store are a platform for test and play; with consumers able to educate themselves on the benefits of an advanced base layer product.
In-store until January 2020, the Intraknit campaign takes centre stage with a futuristic aesthetic.