‘Beton Oerwoud’ aka Concrete Jungle
REX was asked to develop a graphic design piece that would be used to theme an experimental branding event, hosted by Lucky Strike.
The expansive graphic piece was used as a backdrop in a studio environment where an organised soirée of stylists, chefs and photographers dined and styled an unsuspecting young crowd. In the studio environment the guests participated in an exhibition of high-fashion, high-art and fusion-cuisine, taking their cues from the ‘concrete jungle’ theme established by the graphic artwork developed by REX.
The event forms part of Lucky Strike’s alternative marketing initiative and operates as a secret society inside the relevant target market.
