To mark the opening of babaà’s first store in London, we developed a self-initiated 360° brand activation concept that would honour the Spanish knitwear label’s craft-driven ethos while resonating with a new generation of conscious consumers. Rooted in simplicity, texture, and timelessness, our response was a sensory experience designed to weave babaà into the rhythm of the city.
babaà is known for its sustainably made knitwear, crafted in Spain using natural fibres and slow production methods. Their arrival in London represented more than a retail expansion. It was an invitation to share their story with a community attuned to warmth, integrity, and care. Our speculative case study explored how physical space, digital touchpoints, and community experiences could converge to bring babaà’s values to life thoughtfully, poetically, and with quiet strength.
Images crafted using AI and refined in Photoshop.
Case Study: babaà
15 August 2025
Words by Melenie Hecker
Cover by Melenie Hecker
Identity, Concept: Melenie Hecker & Luisa Kuhlewind
Art Direction, Graphic Design: Luisa Kuhlewind
