A New York Summer – Louis SS’26 Campaign
A summer campaign inspired by the visual language of New York street food culture and the cinematic glamour of mob-era Manhattan.
A campaign shaped by New York nostalgia.
As Manchester moved into summer, Louis wanted to counter the seasonal drop often associated with darker restaurant interiors by creating a campaign that transported audiences into the atmosphere of a New York summer. Built around the Lobster Roll as the hero product, the lockup drew inspiration from vintage New York street cart signage, referencing the bold typography and utilitarian graphics and re-imagining them for the glamorous world of Louis.
How we
created feeling
We wanted the campaign to highlight the juxtaposition between the casual yet iconic visual language of New York street food carts, diner signage and borough storefronts, with the glamour and sophistication associated with Louis.
The photography direction intentionally featured a mix of ages and characters, reflecting both the broad demographic of Louis’ audience and glamour of the mob-era.
The Outcome
A custom campaign toolkit extended the world of the campaign across every touchpoint. This included a bespoke Louis patterned fabric, lobster illustrations, custom caps promoting the Lobster Roll, printed napkins, takeaway packaging, staff uniforms and a wider suite of branded collateral designed to reinforce the feeling of a New York street-side summer experience.
The campaign rolled out across social throughout the summer alongside a Louis lobster cart activation in Spinningfields, bringing the campaign physically into the city through a New York-inspired street food experience.
