The best of Danish and international fashion is found at ILLUM in Copenhagen. With the opening of a new 3rd floor, ILLUM asked InMind to help create awareness about this new shopping destination. The 3rd floor offers everything from kidswear, hair & styling, footwear and fashion, so we had to find an overarching headline to cover all the categories. With the insight that popular brands attract customers, we chose to focus on the word “brand” in two meanings and create a teaser campaign with a twist. Visually, we took a high-fashion approach with a minimalistic layout, emphasizing typography and white space to create and exclusive look and feel.