BASIC.SPACE: THE NEW LUXURY

Basic.Space — dubbed the “anti-Amazon” — is a curated marketplace where culture, commerce, and design converge. Home to exclusive drops and collaborations from a global roster of artists, designers, and icons, the platform feels equal parts editorial and e-commerce. The challenge? Visibility. The brief was intimidatingly simple: create an introductory launch campaign with the same elegance, sophistication, and quiet confidence that defines the brand.

The refined “New Luxury” campaign resonated with Gen Z and Millennial audiences — a demographic already drawn to design-led experiences over overt brand signaling. By leveraging campaign assets across multiple touchpoints, Basic.Space amplified global awareness, particularly within cultural and creative circles. The result: entry into new markets and categories, a wave of luxury partnerships, stronger seller engagement, and a more connected platform ecosystem.

Model: Jacqueline Ghosh

As a true 360° campaign, the scope spanned creative direction and production across photo and video — from concept to final delivery. Out-of-home activations were central to the launch, with billboards in Los Angeles and New York, along with guerilla marketing that took over high-traffic neighborhoods across both cities.