Bella Dahl | London | 2021
Creating an Instagram Moment
AMD were delighted to work with laid back, LA-based fashion brand Bella Dahl during their pop-up at Selfridges, which showcased a collection of sustainably sourced Tencel pieces. (Tencel is an ultra-light fabric derived from sustainable wood sources). The team at Bella Dahl invited us to make a centrepiece for the pop-up, that would capture the interest of their customers, as well as tell the story of the brand.
At the time the UK was emerging out of lockdown, so retail experiences to date had been largely online. Using the theme of reconnection - as well as the brands connection with nature - we proposed creating a friendship tree, made from entirely sustainable materials, which invited customers to place gold Tencel leaves on its branches to symbolise their place in the Bella Dahl community.
We collaborated with British artist Anu Ogunmefunnof, who handmade and illustrated 200 Tencel leaves for the tree.
“We want to create a beautiful, “Instagrammable” moment in store that will mark both the return to retail and the beginning of summer, introducing consumers to the Bella Dahl brand, in a positive, memorable way...”
– Bella Dahl
