Jean Paul Gaultier was established in 1982 and has been a prominent fashion brand in Australia and Globally ever since. With a strong marketing team, the brand often seeks unique and memorable ways to raise brand awareness and increase the hype surrounding its brand.
In 2019 Jean Paul Gaultier approached Giant Inflatables to create an inflatable misting arch to feature during a campaign promoting their fragrance ‘Le Man – In the Navy”. The campaign would run through the summer and would cool pedestrians as they walk through, bringing a brief respite from the heat and at the same time raising product awareness.
Inflatable misting arches are a great way to promote a brand with plenty of space for branding and messaging. Still, when combined with the refreshing spray of a misting system, they become an irresistible attraction on hot summer days.
With the brief being to attract attention and the campaign running over the summer, a misting arch was the perfect option. To further increase brand awareness, the Jean Paul Gaultier logo was highlighted as a feature of the arch, with a three-dimensional extruded section integrated into the center of the archway.
During the design process, many iterations of the arch were considered. Standard-shaped arches with an emphasis on graphic design were considered first.
Subsequently, inflatable tunnels with extra depth were considered but ultimately ruled out as the increased footprint would limit where and how often the arch could be set up.
The final favoured design was a curved arch with a prominent 3D extruded logo in the centre. The curvature of the arch corresponded perfectly with the look and feel of the brand.
The small footprint of the arch offered countless marketing and brand activation opportunities as it could always be set up in shopping malls or in proximity to brand outlet stores, inside and outdoors.
“Commending you on a successful event, it was well-managed. Thanks again!”.
The arch drew attention as it stood high above the bustle of pedestrian traffic and became an irresistible attraction to passers-by seeking relief from the Aussie summer heat. The arch has gone on to be used over the following summers, recreating the success every season.
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