Spaziale SplendyŽ was an innovative, revolutionary, microfibre bathrobe and its producers were having a hard time convincing retailers to purchase a product that was so different to anything that had gone before it. The bathrobe was all about change: it was space-saving, eco-friendly and great for travel, sport, sailing and taking to the gym, for adults and kids, so we came up with a broad creative marketing campaign to highlight these features. We designed a logo, packaging, catalogues, flyers, posters, store corners and display materials, trade fair booths and department store windows together with advertising pages for a coordinated communications programme complete with photo shoots and TV commercials. We staged fashion shows and charity events and designed special edition presentation packages. Spaziale Splendy spawned numerous imitations but continues to lead in the microfibre bathrobe and towel sector.