Saks Fifth Avenue identity and packaging by Pentagram & OCD

November 22nd, 2012 by retail design blog

Saks Fifth Avenue is a landmark. Tourists and locals descend on Fifth Ave between 49th and 50th Streets via cab, car and limo; pedicab, bike and scooter; heels, flats and flip-flops. The 2010-2011 campaign visualized all the crazy ways that people get to Saks, then went one step further to include, among others, horseback, sailboat, Segway and skateboards.

At the core of the campaign was a network of arrows that were applied to all retail collateral from shopping bags to displays to catalog covers. Advertising was arrow-driven as was the online presence. Everyone and everything was going to Saks.

Designed by Michael Bierut and Jennifer Kinon / Pentagram & OCD

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