For the second year running we helped international brand Canterbury launch their new fashion range at Bread and Butter, the international trade fair for street and urban wear held in Berlin from 7-9 July 2011.
We approached the Canterbury stand a little differently this year, integrating the female range into the original stand design used in 2010. We showcased the female range using stacked wooden pallets giving height to provide a platform, mixed with vintage mannequins, chairs and industrial railing so the range was in keeping with the rest of the existing stand. We also added to the existing chair wall metal & wooden letter spelling out Canterbury of New Zealand.
We were delighted to work with Canterbury again and we loved expanding on the work we did at the trade fair last year. The Canterbury stand gained lots of attention not only due to the brand but for the imaginative design of the stand itself. Clem Loughnane, of Canterbury Lifestyle C.E.F Ltd said “SS12’ creates a new style for the brand. Inspired by youth between the ages of 18-25. The idea was to reflect the cool aesthetic that is running through London right now, and all of our pieces embody this attitude whilst holding its own Canterbury look and feel. The stand really mirrored the feeling of the collection while still remembering the brands rich and varied history. The wall of chairs was on of the key areas of focus on the stand and created a buzz around the show ”
Canterbury of New Zealand is known all over the world for its association with rugby, and sponsoring some of the worlds most prominent international and club teams including the world championships, South Africa.