This global campaign is surprisingly simple, but brilliant at the same time. We’re talking Italian fashion powerhouse FENDI and its endeavour to light up the façades of landmark buildings in four key cities around the planet. The campaign kicked off last November on Times Square in New York City where no less than 45 bright yellow screens on various buildings beamed the FENDI across the bustling intersection. Shanghai followed mid-December, coinciding with the reopening of the luxury brand’s flagship store at Plaza 66 shopping centre, with the brand’s name adorning several riverside façades at The Bund. On December 24 and 25, Shibuya Crossing in Tokyo, one of the busiest pedestrian crossings in the world, saw eight buildings with digital screens lit up in yellow with the FENDI name. One day later, it was Dubai‘s turn, and here, arguably the campaign’s most ambitious chapter manifested by way of the soaring Burj Khalifa, the world’s tallest structure, lit up in yellow and featuring the FENDI name across the façade to a height of about one kilometre, making it, quite fittingly, also the tallest logo in the world.
Publishers Note
Just to be clear – superfuture® is a design blog and not a political commentator. No surprise there. The scope of our content has always been global and borderless, however that can often mean covering projects in countries where we will not agree with the politics or actions of those countries. In a world that’s as screwed up as ever right now, the focus of our support is to those designers, architects and other creatives who aim to make the world a more liveable one – as opposed to people that try their hardest to destroy it. So if a project hits our desk and we like it based on its design credentials, we may choose to publish regardless of its location or creators nationality. superfuture® has always been inclusive and hopes for all current wars, aggression, violence, hate and extremism to end.
