Tapping into the energy of back-to-school season, we collaborated with Gymshark to deliver their bold, high school-inspired Varsity campaign at the Regent Street flagship.

Playful and graphic, the scheme reimagined classic varsity iconography with a Gymshark twist. A giant three-metre bicep, inspired by the traditional foam hand acted as a striking focal point, bringing scale and humour to the windows.

In-store, a bespoke shipping container installation layered with high school-style stickers created an immersive backdrop, complemented by a large format lightbox showcasing campaign imagery. Additional graphics and prints were integrated throughout the space, reinforcing the theme and building a cohesive visual identity.

From design through to fabrication and installation, the result was a confident and characterful campaign that captured attention and brought a fresh, energetic perspective to the brand.