A case study about how curated capsule collections work: a creative couple gives a twisted treatment and curates a collection customized for a high-end retailer, to transform an entertainment licensed franchise into a set of remarkable products.
Craig Redman and Karl Maier have been commissioned by Universal Pictures to re-interpret the infamous Minions for their latest addition to the franchise, Despicable Me 3. The designs have been applied to a range of fashion and accessory products by six influential brands and selected brands are now available at Italian’s fashion hub, Excelsior Milano.
The store houses the capsule collection and broadcast its excitement with ‘Minions by Craig and Karl’ branded window and in-store video installations.
The collection, ranging from apparel to pick up items like iPhone cases follows the elevated approach to tourist souvenirs, Craig Redman and Kral Maier used Freedonia as the subject with a personal tourist angle, which offers a utopian marriage with the artists’ playful and bold aesthetics.
The products are developed with six globally influential brands including Caine London, Nikben, Florian London, Casetify and Pyramid. Craig & Karl’s tourist-inspired icons are the red thread that runs throughout the collection with each brand uniquely applying the artwork to their signature designs.
Fuji Instax special edition, although not part of the Craig and Karl collection, is included as well in the special package, along with other standard Despicable Me 3 licensed items.
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