As the public face of an iconic brand, Mr Santa Claus needs to send a consistent visual message to potential customers. In this exclusive interview he allows us a glimpse of the extraordinary wardrobe he keeps in his contemporary home, reveals that he believes he works in the creative industries, rather than the retail sector, and shows off a previously unseen tattoo.
Mr Claus made his name with his pioneering business model, which sees his organisation give away a vast number of children’s gifts each year, to publicise its bestselling range of Christmas merchandise. Between his ranges of cards, sweets, toys and decorations, not to mention the licensing of his image for adverts, and his employment agency, which supplies stores all over the world with look-a-likes, Mr Claus’ trademark appearance is big business. No wonder he puts so much time, and investment, into his remarkable visual identity.
Asked during filming about his plans for 2013 Mr Claus mentioned the fortnight he takes each January to recover from the Christmas rush – he likes the Amandari hotel in Bali – and the annual February awayday he organises for his team to brainstorm ideas for the year ahead. However, Mr Claus wouldn’t comment on recent speculation in the financial press that he’s considering taking on the confectionary industry with a new Easter project, although his reticence may be due to his recent run-in with the regulatory authorities over monopoly issues.
Directed by Chris Floyd
Art Direction by Jacopo ‘Jay’ Maria Cinti
Text by Mansel Fletcher