About our Work

For the Freedom fragrance campaign, McGregor designed a series of environments that distilled Tommy Hilfiger’s quintessential American aesthetic into a language of space, light, and proportion. The installations are defined by their architectural restraint — white planes, precise geometry, and a quiet interplay between openness and enclosure. Within this framework, imagery and product become the protagonists: the oceanic blues and nautical motifs of the campaign reflected against surfaces of pure minimalism. Each display evokes the feeling of air and horizon — freedom rendered through clarity of form. In these compositions, McGregor translates Hilfiger’s codes of optimism, craftsmanship, and effortless style into a spatial experience that feels both modern and timeless: the fragrance of open water, captured in architecture.