Royal Salute wanted to attract new luxury consumers in Asian and UK markets through a fashion collaboration with fashion designer Richard Quinn and creating a unique and hybrid world were the key's to unlocking the collaboration.

The world we live in increasingly fuses tradition and modernity, realism and fantasy, high and low culture and it’s these tensions that have the power to fuel new dimensions of creativity. Access to unique products, experiences and knowledge are the new social drivers for young luxury consumers who increasingly expect brands to engage them with more meaning and depth.

The alchemy of blending, the transformation of porcelain flagons, and the attention to detail in packaging and design reflect the fine art of fashion creation - where experimentation and craftsmanship reign supreme.

Our campaign fused tradition and modernity through the campaign phases of hype-building through to final reveal film, events in Shanghai and London, and VR experience to enter the Royal Salute x Richard Quinn world.