Together with Van Gogh Museum in Amsterdam, MUD Jeans created a capsule collection from recycled denim and hemp. The collection is based on a shared passion for a beautiful planet and a belief in a better future.
To further promote this collection, we conceptualised an activation in the Van Gogh Museum to raise awareness about the collection as well as promote the idea of recycling jeans. The display is strategically placed inside the museum near the gift shop so it's easily noticed by the visitors.
I created an activation display with a big QR code, which leads to a dedicated landing page on the MUD Jeans website, where visitors can learn more about the collaboration. The transparent acrylic box is filled with used jeans to attract attention and raise awareness about how old jeans are recycled into new fabric, which is then used to create the jeans of this collaboration collection.
Along with this, I also created custom tags which go along with all products of the collection. These tags also have a QR code which leads the dedicated landing page of the collection. This helps in solidifying pre-purchase decisions of the customers when the products are seen in stores.