RR Interieur x JP Demeyere & Co

RR Garden, the outdoor concept store of RR Interieur, launched an exclusive collaboration with Belgian interior designer Jean-Philippe Demeyer. For RR, he designed a colourful capsule collection featuring towels, kaftans, and his iconic fringe eye cushions. We were given a clear brief to create a strong, sexy campaign with a model that makes the collaboration unmistakable and draws people towards RR Garden.

From idea
to concept

Every campaign starts with a brainstorming session. JP Demeyer & Co stands for outspoken couture, bold colours, and playful patterns. RR represents calm, refinement, and timeless class. Instead of smoothing out these differences, we deliberately highlighted them. The tension between both worlds became the conceptual starting point. “A Playful Harmony” captures that balance perfectly and became the foundation for all the communication.

The concept called for a slogan as seductive as the collection itself. The pieces are playful, fun, and outspoken, yet exclusive. They are a limited edition and only available at RR Garden.

Eyes are a recurring motif in JP’s work. They challenge, attract, and linger. And so the slogan “Catch me if you can” was born. We used paparazzi-style imagery and a model walking away or staring straight into the lens. It is both playfully sexy and colourfully bold, and unmistakably JP x RR.

A day on set:
The shoot must go on

Preparing for the shoot called for flexibility. As an international location was unfeasible, we looked for an alternative that could still carry the same summery vibe. We found the solution in a stylish setting with an indoor pool. It is always a challenge to create sunlight with artificial lighting, especially on grey Belgian days. But with the right styling and lighting setup, we managed to bring that warm, summer atmosphere to life. The shoot must go on. Timing was tight and the launch couldn’t wait.

For the social media content, we headed to Knokke. Dunes, breakwaters, and blue skies formed the backdrop for additional imagery with a recognisable coastal feel. We captured the kaftan in motion, worn by our model, Margot, emphasising its dynamic, suggestive, and light quality.

From shoot
to screens

Following the shoot, the graphic rollout began. We translated the campaign into social media content, advertisements, and a landing page featuring the full collection. Everything was visually and conceptually aligned, ensuring the story remained equally strong across all touchpoints, both online and offline.