About our Work

For the Freedom fragrance campaign, McGregor expanded the design language into a more nautical, yacht-inspired environment — a spatial embodiment of coastal luxury and open-air freedom. The installation evokes the polished geometry of a yacht deck: teak-toned flooring, chrome fittings, and maritime flags in Hilfiger’s signature red, white, and blue. Every element is distilled to precision and proportion — cushions echoing naval signal patterns, mirrored surfaces reflecting sea light, and a central fragrance display poised like the helm of a vessel. The space is both architecture and allegory, capturing the essence of American coastal sophistication through form, restraint, and atmosphere. Here, McGregor translates the Hilfiger ethos — optimism, adventure, and timeless style — into an environment that feels at once disciplined and liberating: a sculptural homage to the art of leisure and the pursuit of freedom itself.