ROS launched its first AI autumn campaign with a homage to Paris
Vienna, 11 September 2024
ROS Retail Outlet Shopping shows commitment to innovation with its first AI-generated campaign in collaboration with AI artist Sevda Albers
The campaign is a tribute to Paris as a major source of inspiration in fashion and romantic lifestyle
ROS and Sevda Albers have previously worked together on the promotion of the operator’s Portuguese Designer Outlet Algarve and MAR Shopping Algarve as one common shopping destination
ROS Retail Outlet Shopping, one of Europe’s leading designer outlet operators, is seizing new opportunities with Artificial Intelligence. The company has created its first AI-generated campaign that will be used across its entire portfolio in seven European countries this autumn, becoming a pioneer and the first operator in the retail real estate industry to apply this technology in a campaign.
‘The campaign reflects the ongoing commitment of the outlet format, and ours in particular, to innovation and new trends. One of the main factors for the success of the outlet concept is its high and fast adaptability to new market challenges,’ says Guido Assmann, Marketing Director at ROS Retail Outlet Shopping. ‘Artificial Intelligence is a revolutionary technology that offers great opportunities to improve both customer experience and customer journey, but also to efficiently implement strategic marketing concepts through targeted creation,’ he adds.
Creative director and photographer Sevda Albers was in charge of bringing the campaign to life. With over 25 years of experience in visual communication, Sevda’s portfolio includes a wide range of projects, from AI imagery to photography. Throughout her career, she has honed her skills and expertise while working for renowned names such as Horizn Studios, Marc Cain, Nylon Magazine, Harvey Nichols, Hessnatur, Zalando and Urban Outfitters, among others. With a strong focus on AI, Sevda is pushing boundaries and exploring new frontiers while following her passion for art, fashion and technology.
“ROS’ creative brief was crucial in defining the direction of the project. From there, we focused on finding the right visual language for the campaign, leveraging AI tools like Midjourney to explore and refine our ideas,” says Sevda Albers. “Creating the right AI models was also an essential part of this campaign, just as it is whether you are working with AI-generated imagery or traditional photography. The models need to capture and convey the desired mood, look, and feel, ensuring that the final output aligns perfectly with the campaign's vision and goals. This careful selection and fine-tuning of models is what ultimately brought the creative concept of the campaign to life,” she affirms.
The AI-generated campaign is a tribute to Parisian fashion and lifestyle, transporting the viewer to the French capital and inspiring elegance, romance and joyful, relatable moments, much like Roberto Doisneau's iconic photograph ‘The Kiss by the Hôtel de Ville’. Indeed, Paris has been and is a hot topic with the 2024 Olympic Games as well as with the hit series ‘Emily in Paris’, which will premiere the second part of its fourth season in September. Not to mention its contribution to fashion, as Paris is one of the four fashion capitals of the world and is home to prestigious haute couture brands, including Chanel, Yves Saint Laurent and Dior.
The French scenario is also reminiscent of the latest news about ROS, which announced this summer that it was becoming part of the French listed property group FREY. Yet the creative idea for the AI autumn campaign was independent of this announcement and was nothing more than an anecdotal coincidence.
THE PLACE TO BE – one destination for all senses
ROS and Sevda Albers have previously dabbled together in the realm of Artificial Intelligence, specifically at the operator’s location in Portugal. ROS used Artificial Intelligence in its latest joint promotion for the Algarve Commercial Complex, comprising Designer Outlet Algarve and MAR Shopping Algarve. The concept ‘THE PLACE TO BE - one destination for all senses’ aims to promote the complex as a unique destination in the south of Portugal to shop, enjoy, eat and relax.
The various AI-generated images can currently be seen at various strategically important Out-of-Home (OOH) locations in the Algarve region with high visibility, e.g. at bus stops, taxis and billboards.
