In order to launch their latest collection, Inditex group’s brand Massimo Dutti have turned to Barcelona-based agency Six N. Five, founded by young creative duo Andy Reisinger and Ezequiel Pini and they created the Gift Hotel.
Massimo Dutti needed to solve a problem: Show 5 featured articles of their new collection: a pair of shoes, a backpack, cufflinks, a clutch and a briefcase.
The studio came up with the concept of The Gift Hotel, a place where while you enjoy walking across colorful and perfectly curated little halls, big restyled old buildings and artificial shopping sets.
Each one tells the story behind a Massimo Dutti article. Five videos at The Gift Hotel to show, during one week, a product a day.
A pleasing and misterious jazz melody accompanies the launch of the products, showcased within bare, minimalist, geometrically outlined spaces. Soft, two-color pastel hues – perhaps a tribute to Wes Anderson’s imaginary– come to life through the presence of apparently alien objects, such as yoga balls and flying carpets, until other items eventually appear: shoes, bags and backpacks.
Animated and directed by Sebastian Baptista, the creators also show the developing process in a video where we see the original 3D model created for the different clips.
No human presence is visible – all the settings have been on the computer inspired by historic buildings and their memories.
A work that took three months to be accomplished, and was presented this summer, a movie at a time as mentioned before, in order to give the due importance to each new piece.
Photographies and videos courtesy of Six N. Five