Loro Piana Wraps the UAE in Quiet Luxury: A Billboard Campaign That Feels Like a World of Its Own
In the UAE’s crowded city streets, where light, sound, and motion vie for the consumer’s attention, the approach of the new Loro Piana outdoor brand campaign stands out as the bold move it is for a luxury brand to make. Building on the brand’s previous outdoor campaign that introduced Loro Piana’s timeless elegance across UAE streets, this latest execution continues the same philosophy of restraint and refinement. Rather than shouting for attention, the billboards turn into doorways that entice the consumer into a space untouched by the passing street action of the city.
The warm, wooden room filled with the golden glow of lamp light is immediately apparent, but behind that, and taking up the space naturally, is a model with earthy tweeds and subtle patterns that speak to both elegance and comfort. His relaxed yet thoughtful gesture, with his hands pushed deep into his pockets, is that of a man caught in thought in a personal and peaceful space. The Loro Piana crest rests comfortably front and center, but its message is one that does not scream loudly but is confidently subtle. The second billboard carries forward this theme but changes location, transporting one’s gaze into a study filled with bookshelves. The model is positioned in a setting of ambient lighting, decked in a cardigan that encompasses Loro Piana’s finest craftsmanship. The look on his face is one of musing, a near-cinematic pose that finds itself frozen in a frame of a world that exists in a manner that is most definitely grounded in culture, intellect, and a sense of refined, subtle sophistication. The Arabic version of the brand name imposes a sense of localization that comes across as seamless and organic, blending the brand effortlessly within the fabric of the UAE. It is a visual that works so effectively because it so naturally resonates within a region that celebrates a sense of refined, subtle luxury that needn’t scream its presence.
The ad is an experience that is outside of the principle of mere advertising, where you can almost touch the wool of the clothes and feel the silence of an environment that is not bound by time.
The campaign took off on UAE’s unipoles and digital screens in the third week of December.
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