There’s no resting on your laurels in the luxury fashion business, each season, each campaign has to be competitive, the advertising has to be on point.  For their Autumn 2014 collection, Kenzo’s creative directors Carol Lim and Humberto Leon have created an elaborate narrative to entice passing trade into their online shopping destination.

Grace to the Nth Power is Kenzo’s latest exhibition, but unfortunately the star of the show, Sudanese-American model Grace Bol has stolen all but one of the artworks from the gallery and replaced them with footage of her and her fellow thief in action. At least this is how the story goes on Kenzo’s 3D interactive website that allows you to navigate through said gallery listening to Fatima Al Qadiri’s hypnotic beats.  When you reach the end of the gallery, (here's the clever bit) the only way out is via the gallery gift shop/Kenzo's online showroom.

Immersive digital experiences are popping up everywhere but this is the first time we’ve seen such imaginative use of multi-platform trickery to flagrantly direct to a store. Look out for other brands using under-hand tactics to win custom.