Challenge: Identify a market and product opportunity for Panerai. Design a product which addresses those opportunities while expressing their brand identity.
Concept: Despite the overall decline in the luxury goods market, consumers continue to increase their spending while traveling. Panerai's current locations in urban centers with a established tourist industry make the shopping tourist a ideal market access with a product that expresses the status and history of the Panerai brand, but at an accessible price point.
Conclusion: A luxury briefcase which protects contents from a range of weather conditions.
