BALENCIAGA: “FLOWER FACTORY” CREATIVE BRIEF

As BALENCIAGA continues to reposition itself as one of the millennial luxury brands of choice under the leadership of designer Demna Gvasalia, it must redefine its luxury fragrances. The new BALENCIAGA attitude is one that celebrates the outsider and the anti-consumer.

FLORABOTANICA, with a package design that recalls the forms of a retail barcode, has been interpreted in “Flower Factory” as an ironic take on the rituals of capitalism and the graphics of materialism.