L.L. Bean x Sonder

THE CHALLENGE

L.L. Bean has successfully captured the loyalty of older generations, who value its legacy of quality, durability, and functionality. However, it has yet to establish the same connection with younger Gen Z audiences, who prioritize style, versatility, and alignment with their urban-meets-outdoor lifestyles.

Gen Z is redefining the concept of adventure—balancing city life with a passion for exploring nature. However, they lack a go-to outdoor brand that aligns with their urban lifestyles and aesthetic priorities. Travel dreams often clash with tight budgets, but they still want versatile, stylish outerwear that transitions seamlessly from the city streets to outdoor escapes.

Website Design

Product Design

Billboards

Installations

The Concept

OOH

OUR INSIGHT

This collaboration between L.L. Bean and Sonder offers urban dwellers a unique opportunity to reconnect with nature, without ever leaving their city. By transforming select Sonder apartments into immersive indoor-outdoor experiences, guests enjoy the comfort of curated stays with the spirit of an outdoor getaway. LL. Bean provides the gear and lifestyle essentials, from specialized outerwear to thoughtfully integrated gear kits, while Sonder hosts the environment, architecturally intriguing spaces designed to feel like you're stepping into the wild. Whether it’s a weekend reset or a weekday recharge, this is a vacation from the city, right in the middle of it.