Mulberry Softie

Client: Mulberry (2022)
Integrated, Experiential, Digital

The bag that’s made for touching

As we emerge from a socially-distanced world, we observe a loss of touch. When we’re denied this basic need, we crave it. We miss the visceral connection it brings.
When Mulberry launched their new pillow bag, we wanted to play on the cultural tension by asking people to touch again.

Crafted out of the softest nappa leather with each padded cell filled with lush down feathers, it invites you to give it a hug.
With a unique silhouette that bounces and inflates, it’s a satisfying tactile experience that makes it one of the most supple bags in the world today.


We got to name the bag Mulberry Softie. An instant new classic.

Global campaign made out of Singapore

We launched the campaign across UK, South Korea, China. Worked with Mulberry’s Visual Merchandising team to create the window displays and pop-up stores. Developed 100+ assets that were plastered in shopping malls and points-of-purchase.

86 bags sold in the first week
Highest social engagement in Mulberry’s history

Role Art Director

ACD/Writer Stephanie Gwee
Art Director Wu Sixin, Ahmad Rifa’ie
Production OneSal

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