Michael Kors – Sexy Ruby


To support the launch of the new Michael Kors fragrance, we were asked to design, build and install a series of sites and elements to represent the jewel that inspired the fragrance. The deep ruby red finish visible throughout the site gives it a strong in store presence, encouraging potential customers to ‘magnify your sexy’.

Creative Design

Using the concepts provided by the brand, our creative team re-worked the display to design a display to fit within the store parameters. This helped to create a welcoming open space that showcased the ruby shape that inspired the fragrance.

Production and Installation

The launch consisted of over 85 bespoke sites, installed into 4 major retailers (Boots, House of Fraser, Debenhams and John Lewis) across the UK.

Key Features

Multi Material

To suit the different shapes and sizes of unitary across the launch, woodworking, plastic fabricators and metalworks were successfully pulled together to work as one within the site.

Ruby Red

The key for the sites was the deep reflective Ruby red. This was achieved by tinting a mirror panel using one of our trusted spray partners.

Mass Produced

Edge Retail were also responsible for the larger production runs to accompany the sites, and for a wider spread coverage in other retailers. We produced over 800 CTU’s (Counter tester units) and 70 FSU’s (Free standing units).

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