Campbell-Rey is a creative consultancy and design partnership founded by Duncan Campbell and Charlotte Rey.
Working fluently across the fields of creative direction, branding, curation and design, Campbell-Rey’s practice is united by a grounding in culture, a sense of irreverence and a playful, elegant aesthetic.
Together they have undertaken commissions for some of the worlds most innovative and desirable brands.
Theory is a contemporary fashion label founded by New York entrepreneur Andrew Rosen with over 480 stores worldwide.
Campbell-Rey were approached to create a fashion week window concept for Theory’s Paris and London stores incorporating the brand’s new campaign imagery, photographed by David Sims. The resulting creative is based on an oversized lenticular display that shows two different images depending on which side the viewer is looking from.
Installed by Theory’s in-house merchandising team, the panels were double-sided to allow images to be visible both from the street and inside the stores.