'If you reduce things to a point you can understand, this gives ground to grow on' Phoebe Philo, creative director Celine. This sentence is the basis of the concept 'From Scratch', a new campaign for Celine. Phoebe designed the brand 'From Scratch' and has given Celine a minimalistic successful style. This strong characteristic element is emphasized in this campaign. The concept is about an event in all big metropolis shopping cities due the fashion weeks. There is the 'house of glass' greenhouse where guests can auction bags for charity projects. This campaign has been visually worked out in a representation of space, invitation, give-away and in store communication. I created this concept as an assignment for the Willem de Kooning academy in Rotterdam. / 2014