A Major Creative Collaboration Between Axielab and Pardgroup
London, December 2025 – For the 2025 festive season, Brunello Cucinelli unveils Feelosophy at Harrods, a large-scale artistic and retail takeover that transforms the iconic Knightsbridge department store into a poetic celebration of the brand’s values, craftsmanship, and humanistic vision.
Developed through the creative direction of Axielab and brought to life through the production and installation expertise of Pardgroup, the project merges storytelling, design and retail innovation on an unprecedented scale for the brand.
A Story Designed to Be Felt: The Journey from Solomeo to London
At the heart of the campaign is Philo, the griffin symbol of Solomeo, who awakens and takes flight – carrying the Umbrian hilltop village through Italy and across Europe until it reaches London.
This narrative, expressed through a bespoke animated film, captures the spirit of Solomeo. A place where ideals find form, matter becomes poetry, and beauty is cultivated with purpose.
Produced under Axielab’s creative supervision, the launch film transforms cashmere textures into living landscapes, clouds and architectural elements, reimagining the griffin as a guardian of the brand’s spirit.
The film introduces visitors to the “modern legend” at the core of Feelosophy: a village that travels through the world while remaining rooted in its values.
A Monumental Christmas Installation Across Harrods
From 1 December 2025 to 2 January 2026, Harrods becomes the stage for this enchanting story.
The installation extends across 28 windows along Brompton Road, each bringing elements of the narrative to life through sculptural details, soft cashmere-inspired forms, bespoke handmade elements and digital media. Designed harmoniously to blend refinement and imagination – embodying Brunello Cucinelli’s aesthetic language and Solomeo’s ideals.
A six-meter Christmas tree featured the exterior, positioned at the main entrance and crafted to echo the warmth and softness of cashmere. Standing directly in front is a fully customised Roast & Bake truck, offering hot seasonal drinks & Bites beneath the glow of the installation.
Inside Harrods, two dedicated pop-up boutiques at Door 6 and Door 9 extend the journey further, showcasing an exclusive collection created for Harrods that continues the Feelosophy narrative.
To complete the takeover, a large-scale external billboard on the façade announces the upcoming film on the life of Brunello Cucinelli, further reinforcing the brand’s relationship with culture, philosophy and beauty.
A Nine-Month Cross-Disciplinary Collaboration
The project required nearly nine months of development, involving concept creation, prototyping, engineering, material research and precise execution.
Axielab led the creative direction, narrative development, spatial concept, design language and the artistic identity of the entire experience.
Pardgroup managed production, logistics, specialised fabrication, installation and coordination of all works on site – completing the full installation across six consecutive nights with a dedicated team of 60 installers each evening.
Together, the two companies ensured that every detail – from handcrafted sheep and cashmere-inspired clouds to digital screens, billboards and pop-up architecture – reflected Brunello Cucinelli’s values of harmony, dignity and beauty.
The partnership also included managing permissions and operational coordination with Harrods, ensuring seamless integration with the store’s infrastructure and schedules.
A Shared Celebration of Craftsmanship and Values
Together, Pardgroup and Axielab delivered one of the most ambitious festive takeovers ever realised at Harrods – an elegant fusion of artistry, storytelling and technical mastery.
Both Harrods and Brunello Cucinelli expressed their enthusiasm for the final result, recognising the project as a celebration of beauty, craft and collaboration.
Special thanks extended to Harrods and all partners who supported the execution and helped bring this ambitious project to life.
Experience Feelosophy – a story designed to be felt, where ideals find form and matter becomes poetry.
Press Coverage
The Feelosophy project at Harrods has received wide international media coverage across fashion, retail, design and lifestyle publications.
Selected articles include:
