CB2 x Eero Aarnio Design Legends Campaign
CB2 (Crate & Barrel)
Print, Signage, Ads
Conceptualize a creative direction for a CB2 "Design Legends" reissued collection celebrating Eero Aarnio and his fluid silouhettes of the 1960s. The goal is to appeal to a new audience who are high-income and design-literate collectors who currently shop vintage over retail.
Position the collection like an art gallery exhibition rather than a retail launch in order to appeal to a new, collector-minded audience. Create collateral inspired by Eero's sculptural, playful language into a system built for in-store launch collection, as well as an exploration into a sales look.
Drew on sculptural museum advertising as the core visual reference. Launch posters mock a historic timeline when displayed as a set to showcase the specialty of the reissued collection. Portraits throughout the collateral remain playful and at work to humanize the unique forms of the collection. The sales style utilizes the Eero Aarnio campaign colors in a bolder way to grab attention and light sketches in the background to emphasize the integrity of the Design Legends original work.
A campaign that reads like a museum exhibition catalog, showcasing oversized dates, archival photography, and clean typography—all while staying unmistakably CB2. The hang tag and signage carried Aarnio's playful forms into physical touchpoints, and the sale concept proved the system could flex into a promotional context without losing the its unqiue positioning.
