Swarovski

A 'below the line' branding exercise (in-store promotions and corporate events only), this premium crystal manufacturer commissioned Carl Barat and Davey Ray Moor to write a song to assist re-branding this Austrian company with associations and connotations of London/UK music culture. In a similar fashion to Burberry and Calvin Klein, Swarovski 'positioned' their stores with an exclusive song tailor-made to evoke images of light and crystal. Again this is a creative cycle that provides the platform for a study of the mutability of identity in song and this shall provide some valuable qualitative data for the doctoral study currently in canditature.

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