LOU REED AND METALLICA / LULU by Turner Duckworth London for Lou Reed And Metallica (Lulu)

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LOU REED AND METALLICA / LULU

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Industry Records & Cinema Production
Media Design & Branding
Market United Kingdom
Agency Turner Duckworth London
Photographer Anton Corbijn, Stan Musilek
Released November 2011

Credits & Description

Category: Special Editions & Promotional Packaging
Advertiser: LOU REED AND METALLICA
Product/Service: LIMITED EDITION CD PACKAGING
Agency: TURNER DUCKWORTH
Agency: TURNER DUCKWORTH
Creative Director: David Turner (Turner Duckworth: London & San Francisco)
Creative Director: Bruce Duckworth (Turner Duckworth: London & San Francisco)
Creative Director: Sarah Moffat (Turner Duckworth: London & San Francisco)
Designer: David Turner (Turner Duckworth: London & San Francisco)
Photographer: Stan Musilek (Musilek Photography)
Photographer: Anton Corbijn (Anton Corbijn)
Media placement: Lulu CD Tube - Limited Editions Sold On-Line / Selected Retail Locations - November 2011
Media placement: Lulu CD - Limited Editions Sold On-Line / Selected Retail Locations - November 2011
Media placement: Lulu Poster - Limited Editions Sold On-Line / Selected Retail Locations - November 2011
Media placement: Lulu Lyric Book - Limited Editions Sold On-Line / Selected Retail Locations - November 2011

Describe the brief from the client
Lulu is a musical collaboration between Lou Reed and Metallica, based on Frank Wiedekind’s Lulu plays from the early 1900s. In the plays, the main character, Lulu, is objectified by men in a brutal tale of sex, deception and murder. Metallica and Lou Reed tasked us with creating limited edition packaging that felt appropriate for their music, and for the joint venture of these iconic artists.

Describe the challenges and key objectives
Lulu was an art piece for Lou Reed and Metallica, so we wanted the packaging style to have an art gallery feel. We also wanted to differentiate this piece from any graphics Metallica or Mr. Reed had used in the past.

Describe how you arrived at the final design
The packaging design reflected Lulu’s delicate balance of humanity and 'soullessness' by melding the female form with that of a period-appropriate mannequin found in the Museum der Dinge in Berlin.

The resulting design reflects the artistic musical approach, in a distinct style that is not normally associated with either iconic artist. The concept extended beyond CD packaging to this limited edition deluxe set. The tube contains an oversized lyric poster and detachable folding CD case.

Give some indication of how successful the outcome was in the market
The designs led to an art gallery opening at Steven Kasher Gallery in New York, with the packaging photography on display as large scale photographs. The album cover design was also duplicated by fans online featuring iconic celebrities, such as William Shatner.