2012 Winners & Shortlists

Brief Explanation

The challenge was to create a signage that would align with 6:05®’s concept and nature: a space that is ever-changing and in constant activation. And as a façade for this space, it should directly reflect to 6:05 as the beginning of a happy hour, Making it more part of the experience in this space.

The Brief

We needed to create signage to ensure maximum visibility for 6:05® at depechemode, an experiential space that comes to life every day at 6:05 sharp. 6:05® was a creative business solution that we developed as an alternative to an ad campaign to help our client DEPECHMODE- a high-end fashion boutique that was losing touch with its loyal clientele even though it was successfully expanding - maintain its business growth.

How the final design was conceived

To serve our purpose, we revisited the classic cuckoo clock, and transformed 6:05®’s signage into a 5-meter high mechanical and computerized window installation. Pre-programmed and timed to go ‘cuckoo’ at 6:05 sharp, the Cuckoo’s Nest installation we built announces the beginning of the Happy Hours of another kind at 6:05®. And through its 22 cuckoos, in different shapes and sizes, we developed a system of magnetic and interchangeable elements that display messages relevant to the space’s experience and offerings. Thus transforming signage into a versatile and engaging promotional tool.

Indication of how successful the outcome was in the market

Since its launch, 6:05® has been hosting daily Happy Hours, and weekly music & art interventions, with an average of 70 to 100 people attending the 3-hour events. More than 30% of attendees had not received ‘formal’ invitations, but were random passers-by who were attracted and intrigued by the Cuckoo’s Nest installation that enticed them to walk in.