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Quinny by Henrik Vibskov
INTERNATIONAL PROJECT
The Dutch label Quinny, famous for its innovative prams and pushchairs, has entered into a unique partnership with Danish fashion designer, musician and filmmaker Henrik Vibskov. Quinny, part of Dorel Industries Inc., invited Vibskov to design a collection specifically targeting modern urban parents and their kids. Vibskov’s distinct signature is clearly evident throughout the line – called ‘Quinny by Henrik Vibskov’ – which features colorful prints and elegant details. Quinny specifically chose to work with Vibskov because of his excellent international reputation within the fashion, art and music worlds as well as his innovative use of materials. The design collaboration between Quinny and Vibskov was initiated by PRESS ONLY. Creative Director of PRESS ONLY, José Klap, set up the entire collaboration and organized the international coordination of the project. Taking the lead, while focusing on creativity and innovative results, were important factors in its success. Henrik Vibskov was chosen because of his international fame within the fashion scene as well as his musical and artistic talents. In the words of José Klap: “Vibskov is truly an innovative multi-tasker who does not limit himself to a single discipline. This mentality fits in perfectly with Quinny’s brand values.
The exclusive ‘Quinny by Henrik Vibskov’ line enables Quinny to underscore its trendsetting character and its ability to successfully leave the beaten path”. To support this exclusive designer collection, José Klap (in collaboration with Art Director Sandor Lubbe, Editor in Chief of ZOO MAGAZINE) put together an extensive publicity campaign, having been commissioned by Quinny. A totally new international website was created, as well as brochures and campaign images, to give this international project the allure and status it deserved. Because the collaboration was to result in a high-end limited collection that would be presented and sold in the best stores all over the world, the campaign, website and brochures needed to deliver the same image and feeling. Due to the fantastic and original campaign that was created, this project generated tremendous international coverage, resulting in publications in Vogue, ID, Dazed & Confused, ZOO Magazine, etc. PRESS ONLY helped Quinny to find partner PR agencies for this project and to form longer-term collaborations.