Agent Provocateur had an established reputation for elegant and risqué lingerie but this was their first perfume. The launch had to capture the spirit of the brand whilst also getting people to take a closer look at their shops to spot the new product. Elsewhere it needed to stand out amongst hundreds of other fragrances in department stores.
The windows of Agent Provocateur usually boasted outrageously eye-catching displays. For the perfume launch we blacked them out except for a peepshow-style viewing panel. The temptation for people to take a look through was overwhelming and what they saw were cheeky mannequins with the perfume – they also saw the reflection of their own eyes peering in. Meanwhile in Harvey Nichols department store we created a trail of discarded stockings and lingerie (made of amazingly lifelike floor stickers) leading to a peepshow display.
Whilst Vogue magazine called it “the best perfume launch of the year”, D&AD voted it into the best Environmental Design section of its Annual alongside the London Eye.