Minions by Craig and Karl capsule showcases at Excelsior Milano

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A case study into how curated capsule collections work: a creative pair applies an artistic twist to a familiar entertainment property, translating it into a set of remarkable products ready for high-end retail.

Craig Redman and Karl Maier were commissioned by Universal Pictures to re-interpret the infamous Minions for the franchise’s latest instalment, Despicable Me 3. Their designs have been applied to a range of fashion and accessory items from six influential brands for Italy’s fashion hub, Excelsior Milano.

The store houses the capsule collection, with ‘Minions by Craig and Karl’ branded window and in-store video installations broadcasting its excitement.

The collection, ranging from apparel to pick-up items like iPhone cases mimic the approach of elevated tourist souvenirs: Redman and Maier chose a luxury tourism theme set in Freedonia to create a perfect marriage between the property and their own bold, playful aesthetic.

The products were developed with brands including Caine London, Nikben, Florian London, Casetify and Pyramid. Craig & Karl’s tourist-inspired icons are the red thread that runs throughout the collection with each brand uniquely applying the artwork to their signature designs.

Although not part of the Craig and Karl collection, the Fujifilm Instax special edition also forms part of the special selection, offered alongside other standard Despicable Me 3 licensed items.

Click here to see the picture gallery