Case Study: Astrid & Miyu – Gift Shop PR Mailer Boxes

We recently partnered once again with jewellery brand Astrid & Miyu to create a bespoke presentation box for their latest PR mailer campaign. After the success of their previous project with us, the team came to us with a new creative challenge inspired by their new concept store in the heart of Mayfair.

The Brief

Astrid & Miyu’s concept centred around a two-layer unboxing experience. On opening the box, recipients would be greeted by a 3D interpretation of their South Molton Street Gift Shop façade, complete with the distinctive deep red storefront and campaign window displays.

Beneath this scene, the base layer revealed a custom fitment designed to hold a small jewellery dish and Astrid & Miyu’s limited-edition deck of playing cards. The fitment was shaped specifically for these two pieces, keeping them neatly presented and creating a cohesive, gift-like moment when the lower layer was opened.

The biggest creative challenge was replicating the appearance of the real shopfront, especially the windows, in a way that felt dimensional, elegant and true to the visual identity of the store.

Our Solution

To recreate the look of the Gift Shop as accurately as possible, we developed a technique using printed transparent acetate. This allowed us to give the impression of real shop windows, complete with the chess-themed visuals featured in the campaign.

The acetate panel was mounted inside the lid on a printed backing board, creating depth and giving the effect of peering through a real storefront into a miniature shop scene. This became the hero moment of the entire unboxing experience.

The base of the box featured a bespoke fitment, designed specifically for the jewellery dish and limited-edition playing cards included in the PR send-out. This ensured everything was neatly presented and protected during.

The Result

The final presentation box captured the charm and character of Astrid & Miyu’s South Molton Street Gift Shop. The layered acetate technique created a standout reveal moment, while the overall construction and finishing echo the brand’s luxury retail environment.

This project marked our second collaboration with Astrid & Miyu, and we were delighted to help bring another imaginative PR mailer concept to life.

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