After years of coveting the kind of luxury e-shopping their womenfolk revel in, fashionable men finally had something to call their own when NET-A-PORTER—the original luxury online fashion store—opened MR PORTER for business in 2013. MR PORTER has since remained strong as the predominant online retail destination for men’s style. The virtual haberdasher showed off the World’s Best Shoes in a campaign of designer collaborations and exclusive capsule collections.
When MR PORTER planned the kick-off for the campaign, they entrusted INDICUBE with producing the invitation to the exclusive dinner and showcase.
Our design plays a trick on the eye with an animated optical illusion which creatively reveals a series of Derby shoes. The resulting intrigue pumped up the anticipation and excitement of the company’s first major global event held in Hong Kong.
In working with a name as recognisable as MR PORTER, we bore in mind the importance of balancing between the unconventional and the brand’s own traditions. The rarity and originality of animation on paper has made this invitation one of our proudest creations to date.