Our brief was to shift perception from “device” to “covetable object”—the kind you gift, collect, and style. We built a premium narrative around design purity and craftsmanship; refined the visual language and packaging cues; curated high-quality accessory pairings (leather, metal, travel cases); and introduced discreet personalization to signal exclusivity.

At retail, we proposed boutique-grade displays and window concepts across key European capitals, positioning iPod alongside fashion and jewelry adjacencies rather than general electronics. We complemented this with a targeted press and talent seeding plan across fashion editors, stylists, and music insiders, plus a concise lookbook that styled the iPod with luxury wardrobe staples.

Together, these moves created a coherent, fashion-forward ecosystem that framed iPod as the elevated expression of portable music in Europe.