FALLING FOR DAWN

For the Winter/Cruise 2025 campaign, we translated the quiet power of daybreak into a spatial brand experience for AKRIS. Building on the previous season’s homage to the blue hour, this chapter celebrates the clarity and radiance of early morning, when the world slowly awakens to light.

At the center of the scenography: a set of backdrops that blend architectural still life with poetic detail, bathed in a luminous finish of micro-glitter and framed by imagery that reflects the spirit of creative beginnings. Referencing the cyanotype motif by artist Alyson Shotz, the installation explores the moment before sunrise as a space of openness, transformation and precision.

A refined composition of textures, silhouettes and storytelling, a staging that transforms morning light into a retail moment of quiet radiance.