Live Calligraphy Brand Activation 

Hackett London Sloane Street

Hackett London launched a large-scale brand activation across 15 stores throughout the UK and Europe. I was selected to deliver live calligraphy at their flagship Sloane Street store in London, providing guests with personalised products during the in-store event.

The original concept involved engraving umbrella handles to create a bespoke luxury finish.

During product testing, it became clear that the umbrella handle material did not produce a result that reflected Hackett’s premium brand standards. Working collaboratively and under a tight timeframe, I explored alternative personalisation techniques.
The final approach focused on live calligraphy applied directly to the umbrella covers, using a refined silver ink that complemented the brand’s aesthetic.
The calligraphy station introduced a strong interactive element to the brand event, with guests drawn to the live artistry and craftsmanship. The personalised umbrellas became both functional and meaningful keepsakes.

This activation highlighted the importance of adaptability and expertise in delivering high-quality results, ensuring the final execution aligned seamlessly with Hackett London’s luxury positioning.

A functional and meaningful keepsakes.

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