“The brand is not about absolutes, it is the play in-between two seemingly opposite ideas that make the brand dynamic and constantly moving” - Phillip Lim

"Working with Campaign allows us to really develop what feels intuitive for us, bringing together all the things we want to do in retail into a singular offering." - Wen Zhou, CEO 3.1 Phillip Lim


A new 'luxurious vs pragmatic' retail concept applied to all retail channels globally


Providing an effortless, dynamic realisation of the 3.1 Phillip Lim brand narrative, CAMPAIGN managed an aggressive roll-out program across all retail channels in USA, China, and Europe, applying the design DNA right down to the coat hangers. 

To quote Phillip Lim as a ‘play between two seemingly opposing ideas’, we mixed ‘luxurious & pragmatic’ materials in various ways. Focusing on this contrasting materiality, CAMPAIGN created a floor of classic madness, as the architectural feature of the space, combining heritage patterns with unexpected materials.