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Patrick McDowell
Crafting Narratives in Fashion
Meet Patrick McDowell, a visionary London-based designer reshaping the fashion landscape. With roots in Liverpool, McDowell crafts stories through his unique blend of sustainability, humor, and historical inspiration. Our collaboration started as a shared passion for pushing boundaries and exploring unconventional narratives.
"Where Threads Weave Tales: Navigating Fashion's Unconventional Terrain with Patrick McDowell."
Nestled in Montego Bay Airport, the Appleton Duty-Free Store was a celebration of Jamaican history and the rich heritage of the brand.
The central immersive experience unfolded in the retail environment, inviting visitors to embark on a captivating journey; guided by projections, responsive light design, and expertly crafted soundscapes, reminiscent of ASMR, engaging all five senses.
Visitors immersed themselves in the Journey of Jamaican Elegance, witnessing the meticulous process from cane to cup through a mesmerising brand film. The environment resonated with the essence of Appleton Estate, bringing a heightened understanding of the craftsmanship behind their exceptional rums. Visitors could then get a personalised introduction to the different bottles of the range upon scanning them. Receiving brand info and advice from no more than the Master Blender of the brand, Joy Spence, turning the brand discovery into another level of premiumisation.
Reimagining
the Tapestry of Faith
Taking charge of the content realm in this specific project, I collaborated closely with the Brand Manager to craft a compelling narrative and design an optimal user experience
Working alongside copywriters, I contributed to the development of an emotional and educational journey. My role also extended to directing the production of the content, playing a central part in collaboration with a sound designer and a lighting professional to create a fully responsive and immersive environment.
The primary objective was to fashion a never-seen-before experience, where scanning the bottle triggered a comprehensive description of the liquid—incorporating notes, optimal enjoyment practices, and insights from Joy Spence herself, akin to a sommelier discussing a fine bottle of wine. This approach aimed at delivering a truly premium experience, leveraging the rare opportunity for the Master Blender of the brand to personally share information about each bottle.
My Role
Beyond the immersive experience, we integrated touchpoints across the store, engaging consumers with the rich stories and craftsmanship of Appleton Estate.
Visitors utilized NFC and QR codes to unlock activities—scanning the bottle age triggered an educational video, narrated by the iconic Master Blender, Joy Spence. This unique approach not only provided in-depth knowledge but also allowed users to discover cocktail recipes and attach personalized messages for gifting. The result was a resounding success with heightened customer engagement, creating a lasting impression of Jamaican elegance.
Data and Impact
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