The brilliant thing about film is the ability to engage all the senses and to transport someone almost entirely. Furniture and fashion can appear incredible at a distance, styled and edited cleverly, but it’s become harder to elucidate their more textural and emotional appreciation from behind uninterrupted, busy digital screens—the rough of velvet, the noise of leather, the story in a new pair of shoes.
To tackle this issue, and introduce five new products and communicate their more emotive, sensory elements, Spanish fashion house (with an Italian name) Massimo Dutti asked Six N. Five to come up with a new, non-conventional ad concept.
The Barcelona-based agency returned The Gift Hotel—a set of five serene and stylish animated shorts, each highlighting a piece in the new Massimo Dutti collection. The films navigate a pastel-hued hotel lobby, and seem to be inspired by the delectable tones, textures, sounds, and symmetry of Wes Anderson’s ‘The Grand Budapest Hotel’.
It’s all a bit whimsical and charming too—a giant emerald exercise ball is squeezed onto an escalator, before flying carpet flutters between rooms. And black Massimo Dutti leather backpack, briefcase, pumps, cuff links, and evening clutch are each playfully revealed to the sound of cool elevator jazz.
Six N. Five, who’s portfolio is packed with otherworldly, textural work, have created a little world we want to explore and touch. Almost better than a real in-store experience.
Words by Sammy Preston.
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