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ARC’TERYX
BALLY
BALMAIN BEAUTY
BOTTEGA VENETA
BURBERRY
COACH
CURIO
DOM PÉRIGNON
GUCCI
HUGO BOSS
LINDBERG
MONCLER
OFF-WHITE
TOMMY HILFIGER
ZEGNA
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BURBERRY
UNEXPECTED VISIBILITY
As our first major client win, FLUX was in many ways the house that
Burberry built. Participating in their long-running Unexpected Visibility series, which celebrates and reinterprets the brand’s iconic monogram
in unexpected locations and at dramatic scale, we took inspiration
from two of their key pillars: nature and modernity. We worked with land artists and drone pilots to create ephemeral installations that left no trace on the local environment, reaffirming Burberry’s commitment
to a sustainable future for all. And in so doing, we created their most viewed piece of social storytelling for the year.
LONDON.Monks
STUDIO.Monks
Directed by Jacob John Harmer
MONCLER
MONDOGENIUS
One show, five cities. For this, our first engagement with Moncler,
we opened up their iconic MONDOGENIUS show to the wider world, streaming the performance across more than 30 channels, and creating an immersive experience that enabled the audience
at home to explore the energy of each of the five participating cities. Our proprietary, interactive streaming platform enabled this massive, multiplatform event to be viewed by a global audience of over
200 million people, far beyond the main show in Milan. And the event went on to win numerous awards around the world.
AMSTERDAM.Monks
EXPERIENCE.Monks
Campaign by R/GA
This picture was taken yesterday after the MONDOGENIUS experience that took place both as a live broadcast all over the world, through more than 30 platforms, and also at Castello Sforzesco in Milan.
We went beyond product.
We talked not only to our customers, but to our community.
We started sharing and shaping a common culture.
We embraced influences from art, music, sports, movies.
A new Moncler chapter has started. I love it when I have the feeling we are going beyond our comfort zone, breaking conventional boundaries while being aware that there is still a lot to learn and to explore.
Remo Ruffini, 25th September 2021
Show design by Villa Eugénie
DOM PÉRIGNON
x LADY GAGA
For the launch of their first collaboration with Lady Gaga,
we worked closely with Dom Pérignon and SHOWstudio to bring
the partnership to life online. Our immersive web experience
brought people into the exquisitely crafted world of the campaign, and offered them the chance to buy a digital collectible that was paired with a highly limited edition bottle of champagne – and even
a sculpture designed in collaboration with Lady Gaga herself.
Built on the Ethereum blockchain, this was one of the first campaigns in the world to explore the possibilities for web3 technologies, and embodied our ambition to weave the digital
and physical worlds together. The collection sold out within
20 minutes of launch, generating a wealth of PR buzz around
the world. And the sculptures continue to sell on the secondary market for extraordinary sums.
PARIS.Monks
EXPERIENCE.Monks
Directed by Nick Knight
Campaign by SHOWstudio
Sculpture by Nicola Formichetti & Lady Gaga
FLUX.MONKS
YEAR ZERO
To celebrate our first full year at Monks, we explored the
possibilities of physical/digital storytelling, with a hand-numbered, limited edition book produced exclusively for friends & family of FLUX – past, present and future. Year Zero was a tale in two parts, and a palindromic book that could be read from either end.
One half was a playful commentary on the immense cultural, commercial and technological change that occurred during the pandemic; the other, a showcase of the agency’s best category work from the year. It was a record of how we went from nothing
to something – and an XR experience best enjoyed with the
book in one hand and your smartphone in the other.
FLUX.Monks
Printed & bound by Plus Print Fine Arts
Printed & bound by Plus Print Fine Arts
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GUCCI
VAULT ART SPACE
Having previously made Gucci the first luxury brand to reach a new generation of audience on Discord, we continued our collaboration with them to create the Vault Art Space – a cryptoart gallery platform that presented an array of ownable digital artworks, created by a carefully curated selection of visionary artists.
Launched at NFT.NYC, and in partnership with SuperRare,
the platform made Gucci the first legacy brand in the world to be able to manage their own primary market sales of digital assets.
In addition to developing their longer term web3 strategy and designing and building the platform itself, we also cast and managed all of the artist relations for the inaugural drop. Titled
“The Next 100 Years of Gucci”, it featured over 60 unique works created by a diverse range of talent, from Antoni Tudisco to Vexx.
LONDON.Monks
PLATFORM.Monks
COACH
THE PLEASURE PURSUIT
Celebrating Coach’s collaboration with the Tom Wesselmann Estate, we created an immersive, gamified experience that plunged the audience into the world of his paintings. Exploding Wesselmann’s work across three dimensional space, we allowed the viewer
to explore his recurrent visual motifs and provocative themes,
and gently nudged them down side roads to uncover the inspiration behind his work. Along the way, you were able to collect some of
his iconic oranges for the chance to win an exclusive variant of one
of the handbags in the collection. This lovingly crafted experience
would go on to win a prestigious D&AD award for digital craft.
NYC.Monks
EXPERIENCE.Monks
For Tom Wesselmann, with love
BALLY
ECDYSIS / SS23 COLLECTION
We partnered with the venerable Swiss fashion house for their
historic return to the runway. Celebrating the appointment of their
first creative director for 25 years, Rhuigi Villaseñor, we worked with
the brand to create a transformative 360 campaign to amplify the anticipation around the reveal of his first full collection. We then
acted as their live streaming partner during the show itself,
captured all the best BTS moments for social, and developed the
art direction for the final collection lookbook. And all of the above
was archived on a bespoke website that we crafted to maintain engagement between the collection preview and its release,
coaxing Mr. Villaseñor’s extensive existing fanbase into the fold of Bally’s own CRM program.
AMSTERDAM.Monks
STUDIO.Monks
PLATFORM.Monks
Directed by Massimiliano Bomba
Logotype redesign by Studio Temp
Photography by Alex Dobe
Photography by Riccardo Raspa
OFF-WHITE
PARIS CITY GUIDE
Given our long-standing relationship with Virgil Abloh and his Off-White brand, this was perhaps the most emotional project we worked on. We had been charged with driving downloads of their new app, and around the preview of Mr. Abloh’s final, posthumous collection. In his memory, we created the Off-White Paris City Guide - an introduction to over 70 cafés, inspiring galleries and must-shop stores that fueled his creativity - allowing the audience to walk in his shoes, and experience Paris through his eyes. The app was enriched by a series of candid interviews with some of the venue owners, with each of them offering highly personal reminiscences about their relationship with him, and his love for what they brought to the city.
LONDON.Monks
STUDIO.Monks
EXPERIENCE.Monks
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CURIO
BRAND STRATEGY & IDENTITY
The Design Buzz was a nascent online platform for luxury home interior products, connecting UHNW clients with established and up-and-coming designers – but it was not yet striking quite the right tone. We overhauled their positioning, proposition and visual identity, and the result was Curio. Along the way, we helped them articulate their values, behaviours and purpose; and developed a brand new set of guidelines, comprising art direction, photography, iconography, layout and tone of voice. And we put that image system through its paces with the design of a brand new digital flagship that placed the voice of Curio’s curated design talent front and centre.
LONDON.Monks
BRAND.Monks
PLATFORM.Monks
LINDBERG
VISIONARY BY DESIGN
Lindberg wanted to reframe its brand for a new generation—one
that values authenticity, purpose, and quiet precision. We created a new brand strategy and platform, Visionary By Design, that captures both the clarity of their vision and the passion of their audience.
We refined their visual identity and developed a distinct brand
body language—one that now anchors campaigns, channels, and product launches with a consistent, elevated tone.
At the heart of the work is a series of intimate video portraits featuring emerging voices in architecture, photography, art and performance. Each story is a quiet reflection on creativity, offering a window into
the brand’s world and the obsessive detail behind every frame.
Photography by Anya Holdstock and James Brodribb
Directed by James Brodribb
HUGO BOSS
INNOVATION STRATEGY
Having established themselves as one of the great success stories of the post-pandemic period, Hugo Boss were ready to reimagine their omni-channel loyalty program for a new generation of premium fashion consumer. In three short months, we took the business through a series of innovation sprints that accelerated their understanding of the evolving loyalty landscape, tokenised the end-to-end customer journey, gauged consumer sentiment, reinvented the program branding – and secured internal buy-in
from the C-suite with a clear roadmap for embracing Loyalty 3.0. Building on this foundational strategy, the program relaunched as
a public beta in the UK in June 2024 - resulting in double-digit growth in new member registrations, app downloads, and sales - before rolling out across Europe later that same year.
Physical prototype by Monks
Production model by Hugo Boss
TOMMY HILFIGER
FLAGS
This was the one that got away – but it speaks so strongly to the
FLUX worldview that there was no way it was not being featured in
this showcase. Tommy Flags was the fullest expression of our endeavours to use the power of web3 technologies to drive a more collaborative, participatory and personalised relationship between brands, creators and consumers. It lived at the intersection of streetwear, game culture and drop mechanics, and it was designed
to elicit irrational desire and a strong sense of community around limited edition product, both physical and virtual. Sadly, this project
was cancelled a few short weeks before launch, and never saw the light of day. But with the advent of new EU legislation around digital product passports, and on the eve of the next crypto bull run,
we believe the vision that underpins it will live to fight another day.
AMSTERDAM.Monks
BRAND.Monks
EXPERIENCE.Monks
Artwork by Vinnie Hager
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BALMAIN BEAUTY
E-COMMERCE STRATEGY & DESIGN
The worlds of luxury fashion and beauty were aflame when Balmain’s creative director, Olivier Rousteing, announced his intention to partner with Estée Lauder Corp. to launch Balmain Beauty. And so we were especially proud to be selected as their partner to help them create their inaugural digital flagship. This deeply collaborative and iterative process saw us translating the maison’s codes for the beauty category, developing an elegant and flexible design system and content strategy capable of scaling and evolving across sub-categories over time –
and launching in the first instance with a range of sophisticated fragrances called Les Éternels. The resulting experience romances
the provocative duality of each fragrance, and smoothes the path-to-purchase with a multi-sensory fragrance finder.
NYC.Monks
PLATFORM.Monks
Photography by Carlijn Jacobs
Campaign by North Six
BOTTEGA VENETA
WANDERLUST / SS24 CAMPAIGN
For their Summer 2024 show, Bottega Veneta created a runway odyssey to inspire reconnection with nature. To bring this idea to life for the public launch of the collection - and with a specific focus on
the Chinese market - we invited users to explore this world via a WeChat mini-program, merging reality and imagination through AR.
Our audience were encouraged to collect stamps in a digital passport, one for each animal they encountered, and that at the very least unlocked exclusive in-app sticker sets and wallpapers – but also drove a select few in-store to claim a copy of the collection fanzine.
SHANGHAI.Monks
EXPERIENCE.Monks
Milan, September 2023
Shanghai, February 2024
Fanzine by Bottega Veneta
ARC’TERYX
LUNAR NEW YEAR 2024
Chinese mythology holds that dragon scales confer good fortune
on those that carry them. And so, with the Year of the Dragon on
the horizon, Arc’Teryx chose to celebrate Lunar New Year with the launch of a capsule collection featuring an iconic dragon-scale motif that would safeguard the owner on their adventures. To mark the occasion, we produced a WeChat mini-game that enabled brand fans in China to create a personalised talisman of their own.
The app read your palm print using your smartphone camera,
and then - using the power of generative AI - transformed it into
a unique and highly detailed digital collectible to keep you safe
on your journey for the remainder of the year.
SHANGHAI.Monks
EXPERIENCE.Monks
Directed by Will Binamé
Campaign by Arc’Teryx
ZEGNA
BORN IN OASI ZEGNA
Ermenegildo Zegna planted the first tree in the area surrounding
his wool mill in 1929, to enrich his northern Italian homeland
and the lives of local communities. Today, Oasi Zegna is a thriving, biodiverse ecosystem comprising 500,000 trees and counting –
and it remains the home of the brand’s values.
This story was lovingly brought to life with Born In Oasi Zegna,
a new book from legendary arts publisher, Rizzoli, and launched during Milan Design Week to great fanfare. Carefully selected
plants and trees were transplanted from the Oasi itself to
Piazza del Duomo – but we completed the transformation
virtually, with a FOOH video that launched the campaign online.
And, while those in attendance at the design fair itself were invited
to immerse themselves in the world of the book at a playfully designed exhibit in the lobby of Zegna HQ, we enabled their
global audience to play too - with a series of animated social films and an immersive web experience - allowing them to explore
the Oasi, the founder’s vision, and the broader mythology that
sits at the heart of the Zegna brand.
MILAN.Monks
EXPERIENCE.Monks
Exhibition design by Kennedy London
Milan Design Week 2024
Book design by Rizzoli
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FLUX
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MERCI
GRAZIE
虾虾侬
TYSM
CHEERS
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FLUX.MONKS