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WorkGraphic Design

Arndt Benedikt goes to Blackpool to find real people to model Klar's latest eyewear collection

When it comes to promoting a new collection of eyewear, we rather like Klar's approach to visit an unexpected location and use real people to model its premium specs.

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Hands holding open a white tabloid-format lookbook displaying street photography of people wearing Klar eyewear at Blackpool Pleasure Beach against a bright blue background

This time, the brand chose Blackpool Pleasure Beach as its backdrop and appointed Frankfurt design agency Arndt Benedikt to help them come up with the visuals for its latest lookbook.

Also known as the 'Las Vegas of the North', the seaside resort has a special ambience that we all know and love. Screaming people on the roller coasters, flashing signs and slot machines on kitsch facades and above all, the nostalgic hints of another era – it all forms an interesting contrast to Klar's glasses range. Arndt Benedikt worked with lifestyle photographer Florian Schüppel to create the images.

As a format to the lookbook, the German agency chose a classic tabloid to give the pictures enough space. "For the text, we put together interesting hard facts and curious trivia about the pearl by the sea and used them as a counterweight to the opulent in plain typography," says Carolin Schmidt from the agency.

Klar Looks 2019 lookbook printed as a tabloid-style publication against a bright blue background, showing eyewear models and Blackpool information
Colourful Victorian seafront buildings in yellow, blue, pink and green beneath Blackpool Pleasure Beach's blue steel roller coaster structure
Two stacks of Klar Lookbook tabloids bound with black twine, displaying product names and eyewear details on white paper against blue and red background
Three portraits of models wearing Klar eyewear; left shows a woman in black cat-eye sunglasses, centre shows a tropical beach scene with turquoise water, right shows a woman in blue round sunglasses wearing a lime green jacket
Printed tabloid page featuring numerical data and facts laid out in a grid format on a bright blue background
Klar eyewear lookbook printed on tabloid format showing product images and text about Blackpool Pleasure Beach displayed on a split blue and red background
Klar eyewear lookbook printed as a tabloid-format publication, opened to show photographs of models wearing glasses at Blackpool Pleasure Beach against a blue background
Two hands holding open a Klar eyewear lookbook tabloid against a red background, showing a portrait of a model wearing sunglasses on the left page and Blackpool landmarks on the right page
Man wearing red polo shirt and sunglasses standing among colourful vintage fairground rides and ornaments at Blackpool Pleasure Beach
Klar eyewear lookbook printed as a tabloid-format publication, displayed open against a bright blue background showing photographs and text pages
Person holding open a tabloid-format lookbook displaying multiple photographs of people wearing Klar eyewear against a bright blue background
Printed tabloid pages from Klar eyewear lookbook featuring portraits of models wearing glasses at Blackpool Pleasure Beach, arranged in an overlapping display
Older man wearing glasses and dark blazer stands against Blackpool seafront with amusement park rides visible behind him
Person wearing white t-shirt holding printed pages showing portraits of older people wearing Klar eyeglasses against blue and red background
Stack of printed tabloid lookbook pages for Klar eyewear on bright blue background, showing repeated text and imagery from the publication
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