Paul & Shark sets sail with 40th anniversary collection

Paul & Shark is celebrating its 40th anniversary with a special designer collaboration, to be presented at TFWA World Exhibition (Riviera Village RH08), and sponsorship of TFWA’s first regatta, taking place on Sunday 3 October in Cannes.

“We wanted to do something special in Cannes this year which would relate directly to the Paul & Shark brand,” explained Paul & Shark Worldwide Travel Retail Director Catherine Bonelli. “The regatta is perfect, celebrating Paul & Shark’s heritage and sense of adventure. It’s going to be a wonderful event with teams enjoying a fun yet challenging day at sea. And, of course, there is a competitive element and lots of great prizes. It’s going to be an unforgettable experience for all those taking part.”

The company will be highlighting its ‘Project 40’ concept in Cannes. For this, Paul & Shark collaborated with three world-class designers, Zhang Zhoujie from China, Ladies & Gentlemen from the USA, and Tomas Alonso from Spain, to create exclusive packaging designs for the brand.

Taking the bait: the Spring/Summer 2017 capsule collection features technical jackets

The three packaging concepts, which celebrate the iconic metal can and suitcase in which Paul & Shark first sold its early British Navy inspired sweaters, will be made available through Paul & Shark’s flagship stores globally. In travel retail, the 40th anniversary will be celebrated via a special display animation using the classic packaging that inspired the Project 40 designs.

Bonelli said: “This is a landmark occasion for Paul & Shark; one that we knew should be celebrated by releasing something extremely special. Bringing together these three world-class designers to create new ideas based on our oceanic heritage was always going to produce something unforgettable.”

Paul & Shark is also presenting a special Spring/Summer 2017 capsule collection, called Sharkflage. Developed in collaboration with South African biologist and shark photographer Chris Fallows, it pays homage to the shark. For the collection, Paul & Shark has graphically revisited one of Fallows’ images to create an exclusive pattern for T-shirts, technical jackets and accessories such as a backpack, baseball cap and surfboard.

Sharkflage: Paul & Shark will donate part of the proceeds of the capsule collection to the Dyer Island Conservation Trust

Sharkflage will be available in domestic and travel retail stores from next February. Paul & Shark will donate part of the proceeds of the capsule collection to the Dyer Island Conservation Trust, a non-profit organisation with which Fallows collaborates extensively in relation to the Great White Shark project that explores and protects the mammal.

To support the project, a 3D Samsung Gear VR activation enabling consumers to enjoy a 360 degree experience of swimming in the ocean alongside a Great White will be available.

Bonelli concluded: “Worldwide Project 40 has already created some fantastic buzz around the Paul & Shark brand and this is important for continuing to build interest among consumers within the travel retail environment. Although the limited edition presentations are not suitable for travel retail, we are nevertheless using the Project 40 inspiration to celebrate our anniversary within stores via display animations wherever possible, while the Sharkflage capsule collection will certainly feature in selected airport stores next year.”

Paul & Shark will also have its embroidery machine on the stand in Cannes to allow visitors to personalise a gift from the company.

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