Gunseli Turkay was selected for The ‘Reimagine’ Design Challenge together with 8 avant-garde European designers to transform plastic tableware from the C&A Spring ’13 shop windows into fashion pieces, thus turning something ordinary into the extraordinary. Günseli Türkay was the fashion ambassador from Istanbul.
Concept formation and development, all copy, designer search and selection, creating hand-crafted briefing boxes and press kits, managing and writing daily posts on social media channels were part of my tasks throughout the entirety.
'Reimagine' came to life through a Facebook app, which linked to C&A's local pages. The daily posts were translated into 11 languages. Stores around Europe featured the campaign in their shop windows. Thousands of people logged on to follow daily updates and watch as the designers experimented with materials and worked towards creating covetable garments.