To celebrate its 40th anniversary, luxury Italian lifestyle brand Paul & Shark is sponsoring the TFWA World Exhibition & Conference’s first Regatta, taking place on Sunday October 3rd in the Bay of Cannes.

 

“We wanted to do something special in Cannes this year which would relate directly to the Paul & Shark brand,” explains Worldwide Travel Retail Director Catherine Bonelli.

 

“The Regatta is perfect, celebrating Paul & Shark’s heritage and sense of adventure! It’s going to be a wonderful event with teams enjoying a fun yet challenging day at sea. And, of course, there is a competitive elements and lots of great prizes! It’s going to be an unforgettable experience for all those taking part.”

 

Over the course of the week the company will be highlighting its ‘PROJECT 40’ concept, which has seen three ‘world-class’ designers —Zhang Zhoujie from China; Ladies & Gentlemen from the USA, and Tomas Alonso from Spain – create exclusive packaging designs for the brand.

 

“Celebrating the iconic metal can and suitcase in which Paul & Shark first sold its early British Navy inspired sweaters made of water-repellent wool, the three packaging concepts will be made available through Paul & Shark’s flagship stores globally,” says P&S.

 

‘A LANDMARK OCCASION FOR P&S’

Within Travel Retail, the 40^th anniversary will be celebrated via a special display animation using the classic packaging that inspired the Project 40 designs.

 

Bonelli adds: “This is a landmark occasion for Paul & Shark; one that we knew should be celebrated by releasing something extremely special. Bringing together these three world-class designers to create new ideas based on our oceanic heritage was always going to produce something unforgettable.”

 

As part of the celebrations Paul & Shark is also presenting a special Spring/Summer 2017 capsule collection to pay homage to the shark. Developed in collaboration with South African biologist and shark photographer Chris Fallows, Paul & Shark has graphically revisited one of his images to create an exclusive pattern for T-shirts, technical jackets and accessories such as a backpack, baseball cap and surfboard.

 

Called Sharkflage, the project will be available in domestic and travel retail stores from next February, with items on show in Cannes this year.

 

GREAT WHITE SHARK PROJECT

As part of the project Paul & Shark will donate part of the proceeds of the Capsule Collection to the Dyer Island Conservation Trust, a non-profit organisation with which Fallows collaborates extensively in relation to the Great White Shark project that explores and protects this mammal.

 

“To support the project, a 3D Samsung Gear VR activation enabling consumers to enjoy an enthralling 360deg experience – swimming in the ocean alongside a Great White – will be available,” adds the brand.

 

“Worldwide Project 40 has already created some fantastic buzz around the Paul & Shark brand and this is important for continuing to build interest among consumers within the travel retail environment,” says Bonelli.

 

“Although the limited edition presentations are not suitable for travel retail, we are nevertheless using the Project 40 inspiration to celebrate our anniversary within stores via display animations wherever possible, while the Sharkflage capsule collection will certainly feature in selected airport stores next year.”

 

Paul & Shark will also have its embroidery machine on the stand to allow visitors to personalise a special gift from the company.

 

The company can be found in the Riviera Village (RH08)