LGR x Space for Giants Limited Edition Collection

As part of their funding, Space for Giants collaborate with fashion and beauty brands to create pieces of interest for audiences in addition to offering straight donations. For this collaboration, we partnered with L.G.R, a premium Italian brand that focuses on artisanal craftsmanship and exquisite branding. Profits from the sale of these products went towards the work of Space for Giants.

With Charlotte Salford from GROWTHCAP, we created a four piece limited collection consisting of two sunglasses and two optical glasses in styles Dakhla and Jambo. We worked creating a different form of packaging as the brand usually uses leather for its glasses holders. Because of Space for Giants’ values and as a conservation organisation, we wanted to use a non-animal based product and the team created a new form of leather - apple leather especially for this collection. Additional packaging included a duo-branded case with foiling, a card to give details on the work Space for Giants do and a thank you note from the L.G.R and Space for Giants founders.

In order to support the sale of this collection, I worked on all copy, the campaign strategy and implementation across press, website, email, social media and representation in L.G.R stores. L.G.R have a fantastic visual team who created product imagery for us and so I wanted to create a library of images that provided the story of Space for Giants in order to give any new audiences a context to our work. To do this, I asked team members from different teams in the field to take photos that we could use (ensuring that they were high enough resolution) and provided these alongside some African wildlife imagery. These images were used as secondary campaign images across all channels for both L.G.R and Space for Giants and the team had a great time getting involved in creating these!

I constructed a prelaunch campaign as well as the main campaign in order to raise awareness and used sendouts to influencer contacts as part of this. We wanted to ensure that the glasses went to influencers that aligned with our brand values and we wanted to focus on the idea of vision so chose to include some Kenyan photographers in this list. We sent to Arizona Muse, Paul Bettany, Hakeem Kae-Kazim, Levison Wood, Adrian Steirn, Elizabeth Van Der Does, Zara Martin, Trevor Maingi (thementalyst), Sarah Waiswa (lafrohemien) and Kelly Rutherford. Through the shares of our influencers, we reached a total of 3.5million+ on Instagram alone across a variety of different audiences.

An article on the collaboration was written and posted on The Independent by journalist Emma Ledger.

Click to see the L.G.R campaign page and the Space for Giants page.