This project was recently nominated for the highly acclaimed 'Most Outstanding Feature/Prop Award' and 'Best Instore Branding Award' at the VM & Display Awards 2012.

The rebranding has seen an overhaul of its product, packaging and marketing as well as a new store concept unveiled this week in its Westfield Stratford City. Westfield Stratford City is Europe's largest urban shopping centre and the new concept store designed by Fitch is the perfect setting for this gorgeous rabbit. The store will showcase its products with quirky changing rooms and the tongue-in cheek humour that Ann Summers is known for, not least through the huge black rabbit produced by Prop Studios.

This ‘animal’ rabbit is not to be confused with Ann Summer’s Rampant Rabbit, the sex toy that became famous following an airing on Sex and the City. The giant rabbit is rather a suggestive nod to the brand’s other Rabbit. “We’re fortunate as we can have real fun in our stores,” says Chief Executive, Jacqueline Gold. The centerpiece of the store is a huge, black rabbit. “We’re especially excited about the iconic Rabbit,” she says. “We’ve spent so much time looking at rabbit models, their ears, their tails. Asking the question: does it look more like a hare? We’re all rabbited out.” The rabbit was created from a 30cm clay maquette. This was then 4D scanned and then CNC cut out of poly. Once cut to shape, Prop Studios sprayed the sculpture with fire resistant polyurethane. After being sprayed, the enormous rabbit was flocked black to give it a smooth, velvety finish with glossy water eyes just like a real, albeit over-sized, rabbit! The rabbit is a fantastic centerpiece for this amazing new concept store.

Nina Constantin, Prop Studios’ Managing Director, comments: “We will really miss this handsome rabbit but what a perfect home for him to be going to. Ann Summer’s new concept store is set to be a phenomenal success’’