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New Blood Entry — The Gift Alchemist

Award: Graphite Pencil

John Lewis & Partners / 2019

The Gift Alchemist reconnects John Lewis’s customers with what a gift really means. The challenge was to change consumers’ behaviours and break the habit of convenience shopping. The aim was to bring the act of thought back to the forefront, replacing clicks with reflection in the gift buying process.

Busy young professionals often lack time to invest thought into gifts. Convenience is especially important to this time-short target audience, who may be less likely to visit a John Lewis store and would rather purchase gifts online. Furthermore, the infinite possibilities offered online by super brands like Amazon have left people overwhelmed at the prospect of meaningful presents.

The answer is The Gift Alchemist - scientifically gifted, magically made. The bespoke branded experience curates the perfect gift using AI, interactive technology and the digital footprint of the gift’s recipient. The service provides a bespoke, performative, personal and magical solution to this experience-hungry and discerning target audience. The illustrative branding represents the coalescence of digital and natural – displacing any potential austerity of an algorithmic interaction – and brings warmth and personality to an otherwise utilitarian task in earthy tones and organic textures. The shops are conveniently located on the high street – combining the brand assurance of John Lewis, and the expertise of the Alchemists. The Gift Alchemist seeks to replicate the magic of ‘someone knowing what you want more than you do,’ and uses the power of data to inform a decision that feels authentically human.

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