T-REX LEATHER

biel 100 300 400 s00 eit tt litt «PREHISTORIC BIOLOGY AND MODERN COUTURE HAVE OFFICIALLY CONVERGED.» 4.63 Billion X10 +279% INTEREST FROM. LUXURY BRANDS MEDIA IMPRESSIONS, LAB GROWN LEATHER LTD. «A T-REX LEATHER HANDBAG IS REWRITING SUSTAINABILITY’S ROLE IN LUXURY.» SHARE PRICE & DESIGNERS THE HYPEBEAST i / a P $< <——_—— 05765 LGL Lab-Grown Leather Ltd 0.9623 ———+ ; | T-REX LEATHER™ + 1? THE FUTURE - OF LUXURY MATERIALS. 66 MILLION YEARS IN THE MAKING” Md Li Mt Leetert alin eran nan I | 300 400 500 . . Ld B2B | PROBLEM B2B | STRATEGY B2B | IDEA ee For over a decade, the lab-grown leather category was trapped. Despite endorsements ur strategy was to create a brand experience that would make our B2B audience _ Lab-Grown Leather presents “T-Rex Leather": To convince a B2B audience that rejects sap from major brands, it was rejected by the luxury industry, As Jean-Noél Kapferer writes in feel the The Luxury Strategy: The moment a mate be flawlessly replicated in a laboratory infinitely, it ceases to be a luxury.’ This wasn't a marketing problem. It was an ideological wall. Luxury houses lobbied against the term ‘leather for these materials, and their disceming lab’ with ‘fake. Lab-Grown Leather (LGL) faced a problem no ad alue of our innovation. The insight: luxury decision-makers are moved by myth and rarity, not just tech specs. They evaluate materials through cultural signals, not sales decks. instead of a traditional B2B approach, we designed a cultural experience around a single creation. We targeted the media our B2B audience actually reads—The Financial Times, The Drum, MaterialDistrict. By unveiling the handbag in a museum, we created an immersive story they experienced through global media, transforming their perception without a single sales pitch. pitches, we did not create a pitch. We created a cultural experience. We resurrected in of a T-Rex and unveiled a single, pri creation in a museum. The idea was fojtransform a B2B sales meeting into an immersive narrative. We created an experience ‘our B2B audience did:notattend, but one they read about in the world's most re: publications:This experience Wasiampliied globally through a documentary. The final touchpoint was thé’auction announcement, With a price signal that spoke directly to the ‘commercial realities ofithe luxury market. clients associated ‘campaign could fix: its technology had a perfect body but no soul. A radical launch was needed to resurrect its reputation, and reconnect with fashion brands and designers 700 700 @usATopay {-:reuters (CCS swNBCNEWS WE) yahoo! vocciA laconceria 1¥1GaRo ee Ee DAILYSEXPRESS @he Selegraph AERELCOT DaitycamMait RA dsc _leParisien_ i} NOTV NLeTiMEs sky GEM cto6© THEssanmNpu malaymail scencesvie Bax mJARANNEWS — JQURNA @cBS EBiminuten THEs@@&:TIMES GNN Livesci-Nce RO Luxurylaunches® techradars) ‘PELERIN TheDallasExpress RobbReport Futurism UK INVESTOR TRENDHUNTER- Bos ™ ‘THE TIMES OF INDIA Q)NEWS @Audacy Slater THUFFPOSTI SFINANCIALEXPRESS AAQL Chroniclel ive woatp Stuté news MS Woh i svev in Fr