Depechemode Design & Branding CUCKOO'S NEST by J. Walter Thompson Beirut

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CUCKOO'S NEST

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Industry Apparel, Clothing & Footwear
Media Design & Branding
Market Lebanon
Agency J. Walter Thompson Beirut
Released December 2012

Credits & Description

Category: Point of Sale
Advertiser: DEPECHEMODE
Product/Service: 605
Agency: JWT BEIRUT
: JWT Beirut (JWT Beirut)
Media placement: Cuckoo's Clock Installation - 605 Store - Downtown Beirut - 12/01/12

Describe the brief from the client
We needed to find a way of announcing the start of 6:05’s daily ‘Happy Hours’; while also ensuring maximum visibility for the space.
6:05 was a ‘shopping and clubbing concept space’ we created as an alternative to an ad campaign to help our client depechmode - a high-end fashion boutique - connect with a younger target audience.

Describe the challenges and key objectives
With the increasing number of competing fashion boutiques and designer’s stores in Beirut’s recessive market, the challenge was to create façade signage that would align with 6:05’s concept and nature: an ever-changing space that comes to life every day at 6:05 sharp through daily DJ events, band performances, art launches, product parties, fashion happenings, etc. Making it more part of the experience in this space.

Describe how you arrived at the final design
To announce the start of these daily ‘Happy Hours’, we created the ‘Cuckoo’s Nest’.
By revisiting the classic cuckoo clock, we transformed 6:05’s signage into a 5-meter high mechanical and computerised window installation pre-programmed and timed to go ‘cuckoo!’ at 6:05 sharp every day.
We developed a system of 22 magnetic and customisable signs, in different shapes and sizes, displaying messages that adapt to communicate the constantly changing products and event themes.
Thus transforming signage into a versatile and engaging promotional tool.

Give some indication of how successful the outcome was in the market
Since its launch, 6:05 has been hosting daily Happy Hours, and weekly music & art interventions, with an average of 70 to 100 people attending the 3-hour events. The Cuckoo’s Nest installation reinvents the function and utility of the in-store window display, transforming it into an effective ‘call-to-action’. Leading to more than 30% of attendees being random passers-by who were attracted, intrigued and enticed by it, rather than having received ‘formal’ invites.