The Challenge
For the launch of the GEOMETRY LINE – a new collection of minimalist, sculptural handbags from MELINA BUCHER – we developed the creative direction and executing a campaign shoot that resonated with the collection’s aesthetic. The GEOMETRY LINE is defined by clear lines, geometric forms, and innovative, biobased materials like MIRUM® that express both precision and natural softness. The challenge was to find a setting that would visually amplify these qualities and position the collection within a broader cultural and artistic context.
Our Solution
We conceived and art‑directed the GEOMETRY LINE campaign shoot at the Kunsthalle Mannheim, a renowned museum of modern and contemporary art that has influenced European artistic discourse for over a century. The Kunsthalle’s architectural clarity and celebrated collection — spanning modernist painting, sculpture, and experimental installations — provided a backdrop rich in form, space, and visual dialogue with the bags’ geometric silhouettes.
The campaign concept focused on interplay between object and environment, light and structure. We collaborated with the museum team on location logistics and guided the photographer to frame the handbags not just as fashion objects, but as sculptural counterparts to the museum’s architecture. This approach elevated the collection’s narrative, aligning it with cultural craftsmanship, spatial precision, and a refined artistic sensibility.
The final imagery embodies both the clean geometry of the collection and its conceptual roots in material innovation and craft — now anchored in a campaign that feels as timeless as the art that surrounds it.
Scope
• Creative direction and concept development
• Location scouting & museum collaboration
• Art direction during photoshoot
• Visual storytelling aligned with product identity
