Persol Steve McQueen TM Special Packaging EssilorLuxottica / Persol

Every two years, a new Persol 714 Steve McQueen collection is launch. For 2021, the collection was composed by 4 different acetate / lenses colours & one platinum lenses limited edition, based on SMQ’s cars and airplanes: black, green, blue and yellow.

Since is one of the most iconic Persol products, the campaign always needs a strong storytelling to its customers or fans, considering this product is always a collectible item because its functionalities like the folding system or being featured in Steve McQueen movies.

The whole campaign concept was to work with the different colours starting from the models styling, furniture selection to a dedicated packaging, which its composed by a black box using Fedrigoni Sirio Ultra Black and a different sleeve for each SKU.

All printed in hot stamping