ICONS
ICONS was a campaign built around ECCO Leather's most significant leathers, the ones with enough character, history and craft to carry a name.
The launch combined a physical event with a multisensory art installation, giving the leathers a presence that went beyond material sample. The installation was designed to be experienced rather than just seen, bringing texture, sound and environment together to communicate what makes each leather distinct.
For B2B, we developed showroom experiences, digital showcases and tailored sales materials that let ECCO Leather present their signature range with the weight it deserved. A dedicated website extended the narrative online, guiding visitors through each ICON's story.
Concept Development
Art Direction
Marketing Strategy
360
Installation: Boris Acket | Lumus Insturmetns |
Sound Design: Camiel Muiser
Video: Hard Cut
Photography: Guus Kaandorp, Lou-Lou van Staaveren, Joep van Dieijen
The campaign was built around a simple but powerful idea: some leathers don't just perform, they define. ICONS spotlighted the hides that had shaped ECCO Leather's identity over decades, treating their history as the creative brief.
The opening event established the narrative, not a product launch, but a recognition. A moment to honour the leathers that had been there from the beginning and still set the standard.
A dedicated section of the ECCO Leather website gave ICONS a permanent home, each leather presented with its full story, craft detail and visual identity. Designed to serve both consumer curiosity and B2B discovery, it worked as a reference as much as a campaign page. Something you could return to, not just land on once.
The digital and social assets were direct extensions of the installation's visual world, the same dramatic lighting, the same monumental framing, adapted for screen. Rather than diluting the campaign for social, the aesthetic held. Dark, precise, uncompromising.
Beyond the campaign, a digital editorial gave each ICON its own chapter, the origin of the leather, the craft behind it, and what made it a reference within the brand. Less campaign content, more long form storytelling. It gave audiences a reason to go deeper than the imagery alone.
The campaign content was built to work in both directions, consumer and trade. The same imagery that ran on social carried into B2B showroom materials and industry presentations, without being watered down or reformatted into something generic. The visual language was strong enough to speak to both audiences on their own terms.