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Ariel x Giles Deacon

Agency: Ketchum
Brand: Ariel
Ariel logo
The Brief

Design and produce a high-end fashion store that will double as the set for the latest Ariel TV commercial, while serving as a venue for fashion press events and sci-comm demos.

"Looking at the relationship between fashion & design, and science & new technologies."

Giles Deacon

As part of Ariel’s new ‘Redefine Clean’ campaign, the fabric care brand partnered with Giles Deacon who launched an exclusive collection for the initiative.


The campaign highlighted Ariel’s cutting edge cleaning technology and featured the brand on both cinema and TV screens, supported by high impact advertising across print and social media channels.

Ariel ‘Redefine Clean’ campaign.
Ariel x Giles Deacon

Ariel x Giles Deacon

We designed and built the store, providing end-to-end creative event production and event management. This included venue scouting, full spatial & set design, full store fit-out, lighting design & installation, audio & visual hardware installations, graphics, and merchandising.

The environment was required to serve multiple purposes across the live period: pop-up fashion store open to the public, set for shooting of the Ariel TVC, venue for media events and for Ariel’s sci-comms team presentations.

KGA Creative Event Agency London Ariel Redefine Clean Dress

The Delivery










Internal Comms Events Management

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