"AM SEE" GOES DEEPER.
For the LAGO Konstanz, the mirrored lettering “AM SEE” is more than just design. It is brand identity. The challenge was therefore to further develop the iconic typographic element, including the mirror image, without losing its identity. The task now was to translate the reinterpretation into a contemporary campaign that would significantly increase emotionality, relevance and differentiation from the competition.
A reflection is more than an image. It hints at a second dimension beneath the surface. So why let the typical LAGO “sea feeling” end at the waterline? By opening up the underwater world, we are expanding the existing visual concept into an immersive brand experience. We turn the lake into a stage with two levels on which we stage the LAGO themes of “fashion, lifestyle and enjoyment” in a new and surprising way.
The motifs are divided into two levels: Clear, reduced pictorial worlds are created above water. Below this lies an almost surreal scenario in which products appear weightless and blend organically into their surroundings. The iconic mirror typography remains the central element, but is given a dynamic component.
KI AS AN ENABLER.
Artificial intelligence made it possible to develop a visual world that would have been difficult – or disproportionately expensive – to realize with traditional means of production. It did not replace creative work, but supported it. This allowed us to quickly vary image ideas, precisely control the visual language and consistently develop even complex motifs. The entire visual implementation – from mood boards, key visuals and moving images to examples of spatial staging – was created with AI support.
OUT-OF-HOME READY.
From the outset, the output was intended for large-scale applications. We designed the image composition, depth of detail and resolution in such a way that they retain their visual power even in large formats. In the fashion context in particular, AI is proving to be a driver of innovation: it creates unexpected compositions, pushes visual boundaries and enables aesthetic forms of expression that go beyond traditional approaches.
The aim of consistently bringing the “lake feeling” into the center was not an extension of the campaign – it was part of the concept from the very beginning. “AM SEE” should not only be visible in motifs, but also be experienced in the LAGO. That’s why we visualized possible stagings in the space at an early stage with the help of AI – and thus created a concrete basis for the worlds of experience in the center.
DETAILING & REFINING.
Through the targeted use of inpainting tools and image enhancers, the generated motifs were further refined. Individual elements were precisely adjusted, details sharpened and the overall quality successively optimized. Last but not least, we put the finishing touches to all the motifs by hand to create a consistent, high-quality overall image.
IMPLEMENTATION IN THE CENTER.
Silverleafs was responsible for the spatial staging at LAGO. They transformed the lake backdrop of the campaign into physical worlds of experience: Natural materials such as wood, stones and vegetation pick up on the motifs and create a deliberate contrast to the modern center architecture. Temporary installations give “AM SEE” an atmosphere.
RESULT.
As a reel in the Instagram feed, the motifs achieve almost four times more views than the previous campaign visuals and generate an above-average amount of interaction. Numerous positive comments show the impact of the new imagery: “LAGO has never been so beautiful!” The campaign makes the “AM SEE” feeling tangible in a new way – and hits the nerve of a younger, visually influenced target group.
MARKE&MARGE®
The “AM SEE” shopping center appears more emotional, modern, almost immersive – without losing its lake character, quite the opposite. The length of stay increases, the emotional connection grows and the campaign extends into the everyday lives of visitors.
We design campaigns that sharpen your identity instead of diluting it. Because only clear brands have an impact.