Theatre of the Nameless

Prepare to descend into the riotous scene of erotic adventure that is the Theatre of the Nameless, Illamasqua’s new AW11 collection.

Inspired by the essence of self-expression that transformed 1920s Berlin, where exhibitionist dancers and performers such as Anita Berber and Sebastian Droste rubbed shoulders in the city’s underground club scene, this rich and indulgent collection envelops the senses. Darkly sophisticated tones are accompanied by shocks of dazzling iridescence and kinky rubber-look finishes, creating a breathtakingly modern interpretation of the most illicit night-life in history.

Following over 12 months of research and development, the Theatre of the Nameless collection was finally unleashed on an unsuspecting world in September 2011, first through an exclusive launch on Illamasqua.com, and shortly followed by an in store launch on counters in the UK, UAE, Australia and the USA.

Illamasqua.com has a global audience from over 200 countries, and was a vital launch pad. A bespoke launch email was created (above), directing customers to a unique Theatre of the Nameless collection page that draws together an inspirational image gallery and the new AW11 collection film, alongside ecommerce shop links for each of the sensational new shades.

Uniting the online and offline experience, each retail counter was decked out in new visual imagery, staff t-shirts and limited edition Theatre of the Nameless carrier bags (above), building an aura of excitement around the collection’s arrival.

One of the key Theatre of the Nameless assets created was the new collection product book (above). As a brand dedicated to taking make-up artistry to new heights, and building an emotional connection with it’s customer, one that looks beyond the homogenised sales messages that dominate the beauty industry, the product book displays not only the collection’s mesmerising new model imagery, but also tells the story and rich inspiration behind the Theatre of the Nameless. With every online and instore customer receiving a copy, its unique design, was inspired by a much-loved classic novel, with worn edges and tea stained pages.

Watch the new AW11 collection film and prepare to be transported into the Theatre of the Nameless.