Dunhill - Cubiquity Media

Running of the bulls

Conception

A unique, compelling retail window display has the power to differentiate a brand from competitors and draw in more foot traffic. But, more than this, it can become an art form in its own right, balancing beauty, intrigue and immediate aesthetic appeal. For the quintessentially English gentleman’s brand Dunhill, we were tasked with creating something loveable and memorable to sit in the windows of its flagship store on Jermyn Street. And what could be more loveable than its brand-mascot bulldog, Max?

Creation

Once we’d agreed on a Max-style bulldog to bring some canine charm to the storefront, we drew on our contacts at an expert design and production company in China to create this furry companion from scratch. Sketches turned into prototypes, then a final prototype was carefully hand-carved and shipped over to the UK for approval. A master mould was taken, from which additional bulldogs were cast, then each one was hand painted and individually finished. In the meantime, our design team at home had been busy creating a post box, street lamp, bench and even a special print run of The Dunhill Times newspaper, to complete the typically British tableau.

Culmination

The Dunhill visual merchandising team were delighted with the result. So much so, that just a few months later two puppies were commissioned as further additions to Max’s family. Our bespoke bulldogs can now be found in Dunhill stores across the globe, while Cubiquity has taken on additional briefs from the Dunhill team, including the re-touching of all its fashion photography. Fine craftsmanship, more than a whiff of charm and a uniquely British spirit: our bulldog bore all the hallmarks of the Dunhill brand.

For the quintessentially English gentleman’s brand Dunhill, we were tasked with creating something loveable and memorable to sit in the windows of its flagship store on Jermyn Street.