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Denver, USA & Munich, Germany




Two 5-metre cylinders

Superdry : Outdoor Retailer and ISPO

Superdry, the UK-based premium fashion brand, was promoting its latest snowsport range, and wanted to add some extra sparkle to its presence at two of the sportswear industry’s most prestigious events - Outdoor Retailer in Denver and ISPO in Munich.

For Igloo, the assignment stood out for three reasons:

First, the content. Superdry didn’t want to create bespoke 360° content. But it had stacks of conventional content on hand and some great ideas for how to re-purpose it. For example, a catwalk sequence, originally created for a 16-metre video wall, looked cracking in the Igloo – it was as though the models were walking the circumference of the Igloo cylinder.

Second, the branding. Some clients tend to overdo it when designing Igloo covers. Not Superdry. The team took a less-is-more approach, opting for a stark and simple design. As a result, the 5-metre Igloo cylinder looked ever-so-classy and blended right in with the wider Superdry stand.

Third, the professionalism. The entire Superdry team were a joy to work with. Perfectly planned, with no surprises, so everything went like clockwork. A real class act.

An Igloo never fails to catch the eye at events like these - so if you are looking for your next showstopper, why not get in touch?