Case Study: Matsuda Autumn/Winter 2023 – Gothic Nouveau
For Matsuda’s Autumn/Winter 2023 collection, I led both product design and the integrated marketing campaign, working directly with the CEO to bring a unified vision to life. Unlike the brand’s past “evergreen” campaigns, this collection required a bespoke narrative aligned with the product release.
The Challenge
Eyewear production in Japan had 12+ month lead times, with frequent delays.
Marketing and product schedules had to stay nimble yet synchronized.
The campaign needed to feel like a fine art project, true to Matsuda’s DNA.
The Concept
We conceived “Gothic Nouveau,” inspired by the technical bravado of gothic architecture that first captivated founder Mitsuhiro Matsuda during his travels in Europe.
Eyewear Design: Intricate metal frames featuring stained-glass–inspired lacquer and cathedral-shaped pince-nez bridges.
Marketing Campaign: A surreal paper-board gothic cathedral façade, scaled so eyewear fit seamlessly within its “doorways,” creating a striking perception play in photography.
Execution
Oversaw the entire design process of both products and campaign assets.
Built a multi-layered cathedral façade from dozens of stacked paper boards, enhanced with 3D pedestals and arches.
Experimented with lighting techniques to animate the set and amplify detail.
Delivered assets used globally, particularly at SILMO and other major trade shows.
Outcome
The collection and campaign reinforced Matsuda’s philosophy of treating every release as a fine art project, blending technical precision with conceptual storytelling. It became a showcase of how design, architecture, and surreal marketing could merge into one cohesive narrative.
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