Product Line Extension
Shinola Coffee Table Book
The Concept for Detroit brand Shinola, the "American Designs. Detroit Voices." coffee table book. This book is a compelling commemorative book concept celebrating the brand's 13th anniversary. This unique publication aims to showcase the heart and soul of Shinola by highlighting the diverse stories of employees from across the company's Detroit operations.
The book will feature personal narratives from workers in various departments, including the factory floor, retail stores, and corporate headquarters. By sharing these individual experiences, Shinola deepens its connection to Detroit's rich history and reinforces its commitment to American craftsmanship and design.This concept aligns well with Shinola's existing ethos of celebrating Detroit's spirit and creativity.
The book would not only serve as a testament to Shinola's growth over its 13-year history but also as a tribute to the people who have contributed to its success. By focusing on employees from different areas of the company, the publication would offer readers a comprehensive view of the brand's operations and the diverse talents that drive its innovation.
Rimowa Pet Carrier
Introducing the Rimowa Pet Carrier: a durable, stylish solution for traveling with pets. This carrier combines ease of use with the luxury and quality synonymous with the Rimowa brand. Offered in three sizes—Small, Medium, and Large—featuring Rimowa's signature aluminum grooves, this carrier also includes an optional add-on item: a ring camera device equipped with a temperature gauge for easy visibility and monitoring of your pet.
Paris Hilton, known for her genuine affection for animals and her habit of traveling with her beloved pups, has been chosen as the brand ambassador for this campaign. Her passion for pets will resonate with our target audience and help generate excitement for the launch. Additionally, her influential status in the fashion and lifestyle industry will bring valuable attention to our brand and attract a wider audience to our innovative pet carrier.
Showcasing the Rimowa Pet Carrier at the renowned Westminster Dog Show is a strategic move, given the event's prestigious legacy since 1877. Attracting top breeders, trainers, and dog enthusiasts, the Westminster Dog Show is the perfect platform to highlight the Rimowa Pet Carrier's quality and innovation. Rimowa's strong historical legacy in producing high-quality products will further enhance the carrier's credibility and desirability.
For the window displays, a giant Rimowa suitcase with a mannequin resembling Paris Hilton sitting on top will serve as the main focal point. Pet carriers placed next to the suitcase will highlight the practicality and versatility of Rimowa products, creating a visually appealing and attention-grabbing display that accurately represents the brand and its values.
To engage new customers, Rimowa will conduct a photoshoot featuring pets to showcase the carrier's use and functionality for pet owners when traveling. High-quality, professionally taken photos will highlight product features, add visual appeal, and provide an opportunity for storytelling. These images will be used for online presence, social media posts, and billboards. Additionally, a series of influencers known for having pets and frequently posting about them will be gifted the carriers to further increase visibility and reach among potential customers.
