Lane Crawford Opens up A World of Personalised Experiences With �Discover Your Colour� Campaign

HONG KONG, CHINA�- Media OutReach - 9 May
2019 - Lane Crawford, Greater China’s leading iconic luxury
department store, launches its latest brand campaign ‘Discover Your Colour’.  Inspired by aura photography, the campaign is
a technicolor experience that invites the customer to discover new shades of
their personality, to help one to gain a deeper meaning of themselves. It allows
Lane Crawford to connect with them on an emotional level, by curating experience,
product and content to create dynamic and personalised interaction in store and
online.

YELLOW

Happy, Friendly, Warm

 

BLUE

Peaceful, Devoted, Artistic

INDIGO

Imaginative, Fun, Unconventional

RED

Passionate, Active, Energetic

ORANGE

Creative, Confident, Outgoing

GREEN

Positive, Focused, Patience

 

WHITE

Mindful, Balanced, Wise

VIOLET

Playful, Charming, Curious

“‘Discover Your Colour’ is about how Lane Crawford connects with our
customers, with the aura colours, we hope to open up new possibilities of
individual expressions, for our customers to discover and experience.” Said
Joanna Gunn, Chief Brand Officer, Lane Crawford.

Collaborated with Chandelier, the renowned
boutique creative agency founded by Richard Christiansen, the campaign is the
work of two of fashion’s most exciting and interesting image makers.  Widely acclaimed photographer Harley Weir
captures portraiture in a fresh new light, her play with colour, lighting and
set design creates an elevated yet unusual mood in these visuals.  As the Creative Director of Dazed, influential
stylist Robbie Spencer has put forth eight striking looks with deep conceptual
and cultural layers, each symbolises the traits of the colours.  The two models, Ling Chen and Zi Liang, are
fresh faces who represent both the past and future of Lane Crawford — at once iconic
and sophisticated, yet totally of the next generation; a mix of Designer and
Next Generations brands are being featured, including Acne Studios, Alexander
McQueen, Amiri, Balenciaga, Cult Gaia, Plan C, and Rokh.

“Lane
Crawford was one of our first clients, and from the onset, it was clear that
their ambition and brilliance would be rare and unmatched. Together, we have
created many campaigns over the years that pushed the boundaries of how we
communicate. We are excited to partner with Lane Crawford on this
forward-thinking initiative that sees the brand engaging in a more experiential
and interactive dialogue with customers in China.” Richard Christiansen,
founder of Chandelier said.

‘Discover Your Colour’ will be launched on May
17, 2019, throughout the next six months, customers are invited to discover and
experience the eight auras through a series of curated experiences, including aura
mapping, multi-sensory installations, interactive video artwork by Chinese
artist Zhou Fan, and a greenery room across Lane Crawford stores in Hong Kong
and China, and on lanecrawford.com.

Download from here for images

About Lane Crawford

Founded in 1850, Lane
Crawford is an iconic luxury department store driving a “connected commerce”
strategy focused on creating a seamless shopping experience across its physical
stores in Greater China and its global online store.

Lane Crawford has 9 points
of sale across Hong Kong, Beijing, Shanghai and Chengdu and 1 global online
store. With a digital flagship store, purpose built for China while also
shipping globally, Lane Crawford is China’s first luxury omni-channel fashion
retailer. Featuring the largest designer portfolio across Womenswear, Menswear,
Cosmetics, Home and Lifestyle, and Fine Jewellery in the region, Lane Crawford
showcases more than 800 international brands.

Lane Crawford is unique for
its wholesale model and direct brand partnerships in a market otherwise
dominated by concession models. This enables Lane Crawford to present its own
edit with credibility and authority and inventiveness in creative store environments
that are designed to provide a sensory experience, fusing fashion,
design, art and music, layered with elevated levels of personalised
services. Regarded as an industry benchmark for innovation in retail concepts
and creative, Lane Crawford holds a number of prestigious international awards
including The National Retail Federation’s International award selected by
global industry leaders.

The company forms part of
The Lane Crawford Joyce Group, Asia’s premier fashion retail, brand management
and distribution group, which includes cutting-edge fashion boutique Joyce,
fashion footwear, handbags and accessories specialist Pedder Group; fashion,
beauty, and lifestyle brand management and distribution company Imaginex Group.

The Lane Crawford Joyce
Group operates luxury department stores and boutiques, free-standing branded
stores, e-commerce and omni-channel operations. With close to 170 years of
trading experience in the region, each of The Group’s companies is acknowledged
as a pioneer in its space, being first to market with designer and luxury
brands, and building brands’ businesses through dynamic partnerships and
collaborations.