Showcasing Magnum's premium grade of boots, workwear and uniform needed some impact at a flagship retail showroom launch in Amsterdam .

It required its own kind of 'shock and awe' tactic...

The intelligence…

Magnum develop products alongside the very people who wear their clothing. And these people include the Police, The Military, and Special Operations.

We’d been brought in to enhance the look of a launch of something already important and impressive. To bring it to life.


We considered what the products were, when they are worn, and how they are used.

And it came to light that other items of clothing and apparel in other industries have mannequins interspersed with collections. So we had an idea…

…but the big question: Is the idea the right thing to do?

Taking a risk?

Well, we went with it. Was it a risk?  Possibly – but the people who wear Magnum’s apparel take risks every day of their lives.

So in comparrison, this was nothing.

Mannequins. Armed mannequins. Posed for combat. Now THIS was a launch.

It was a way to ensure everyone stood to attention.

We added in rustic-urban look – mesh fences, concrete, left the ceiling and bits of wall exposed.

The final result carried a lot of impact, taking the risk had paid off.

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