The brief issued by Parah was to create a window identity to showcase the product using contemporary and innovative forms with a feminine bias.
Parah SpA is one the world’s leading premium brands of swimwear and underwear. The company has been on the cutting edge of fashion and innovation since the 1950s. Camouflage in conjunction with Ispira were tasked with creating a visual language to reflect their brand values and product innovations for initially Spring Summer 09 collection.
The client selected a direction which took reference from sails shaped into feminine curves, which reflected both the seasonality of the product along with a synergy to the precision cut products. We spent time with the client reviewing their collections and material swatches to identity which would be the prevailing trend colours for the season. In addition, we drew up every individual window to understand the dimensions, lighting positions, suspended systems to optimise the display potentials.
Camouflage handled the design, build, prototype installation and manual and /delivery for the 18 stores, which was completed on time and for the budget requested. Following the successful completion of this project, we were awarded a year’s contract to complete all of their windows by season.