GERTRUDE Opens Branded Architecture Division “RAYE”
GERTRUDE, INC. officially announces the opening of RAYE — the agency’s new Experiential, Branded Architecture, and Environmental Design that specializes in premium branded shipping container design, modification, and activation. Backed by GERTRUDE’s branding expertise, RAYE takes experiential to a completely new level, transforming a brand’s strategic architecture into physical, branded architecture. In short, Branded Architecture is the sum of Strategy + Design + Architecture + Advertising.
RAYE opens with several projects completed for the launch of two DIAGEO innovation brands, I.W. HARPER Kentucky Straight Bourbon Whisky and STUDEBAKER Expertly Crafted Whisky Cocktails. For the latter, RAYE redeveloped of a 20’ shipping container into a custom designed and fabricated “modern speakeasy” to introduce these premium, bottled whisky cocktails inspired by Prohibition era classics, the Old Fashioned and Manhattan.
Designated internally as RAYE-1001, the “modern speakeasy” conjures the image of an exquisitely handcrafted whisky crate, featuring a burnt cedar clad exterior, wrap-around deck, reclaimed wood finishes, electrical, video and sound system, and dry bar. “1001” is one of a collection of branded environments to launch under RAYE’s belt that are also completely mobile, making RAYE fully adaptable not only to brands, but to locations and experiences across the globe. RAYE is currently developing several new projects for a number of clients, including a mobile classroom and a beer garden in Chicago’s booming West Loop.
RAYE is led by GERTRUDE Founder, CCO, Otis D. Gibson, and agency President, Heather Knapp.
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