Lulu Guinness Paint Project.
CHALLENGE
Lulu Guinness wanted to create a limited edition range of bags that would add an exciting new twist to her famous lip motif. The idea needed to provide theatre for a launch event designed to maximize PR.
SOLUTION
Beautiful Crime developed a creative solution centred on firing paint at 60mph from a 2-metre long cannon at her bags and commissioned contemporary artist Joseph Steele celebrated for his innovative use of paint with explosives. After Steele and an explosives team had covered all 180 ‘hug and hold’ clutch bags in paint, the artist added more paint Jackson Pollock-style to the bags, which were signed by both Guinness and Steele, and numbered like unique limited edition artworks.
RESULT
The bags sold out on the Lulu Guinness website and in stores across the UK and the US whilst the event attracted a stellar line-up of guests and generated extensive PR.
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“All of my collections draw on art for inspiration in one way or another, so it was a bit of a no brainer really! It was only a matter of time before my love of art and designing handbags fused together.
Joe is very experimental in his approach to art, and not afraid to push the boundaries, much like my approach to handbags. I like a challenge, and exploring innovative new techniques, so Joe and I made the perfect partners in crime. I’ve not come across anyone who can use paint in such an impactful way, not since Anish Kapoor”
Lulu Guinness,
Fashion Designer
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