Launch Campaign for SSENSE Flagship
A Space For leaves the invitation open
Wedge shaped the concept, strategy, media applications and art-direction foundations for the launch of SSENSE’s Montréal flagship. The David Chipperfield-designed building combined shopping with styling, exhibitions and a library, calling for an idea that could accommodate several uses. A Space For became an open-ended campaign platform, leaving room for different interpretations, interactions and collaborations. Jörg Koch of 032c guided the editorial framing, while SSENSE produced the campaign in-house. The project presents the store as a changing cultural platform rather than reducing its identity to a single retail function.
Insights
- The unfinished verbal structure accommodates the flagship’s multiple uses.
- The campaign concept reflects a building designed for cultural activity as well as shopping.
- Wedge’s strategy and art-direction foundations were distinct from SSENSE’s in-house campaign production.
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