The assignment included visual documentation of the completed retail space and the production of a video case recording the structural build-up and launch. Because this content was essential to document RareFuture’s global expansion, it required distinct visual strategies to capture both the architectural process and the final delivery.
Capturing the pop-up involved working within Selfridges' dynamic retail environment, balancing the spatial design conceived by RareFuture with the tactile arrangement of AK OK's garments. The imagery sought to objectively convey the physical presence, scale, and high-end finish of the completed store.
For the video case, the approach emphasised a documentary-style record of the environment's transformation. By focusing on movement, structure, and pacing, the film highlights the technical effort behind the installation, culminating in a fluid reveal of the finished space.
Across both photography and film, the visual direction prioritised an observational, architecturally-focused tone. The imagery successfully captured RareFuture’s milestone achievement in London while aligning with AK OK’s bold and innovative identity.
