To launch a new online fashion brand that was aimed at eclectic fashion forward Londonders and address the challenge of presenting the quality and craft detail of the products. The aim was to introduce the brand, connect with their target audience and create buzz, as well as creating desirability for their products.
PEOPLE CENTRIC STRATEGY
Our audience was working women who have busy lifestyles and although they shop online they still want to understand that they are buying quality fashion items that drape well. We needed to find a way to grab their attention and at a time and place that would fit naturally into their lifestyles as we could not expect them to make the effort to discover this unknown brand.
We created a tactile and immersive interactive pop up space in the heart of Soho, on Greek Street, which was ‘open' 24hrs for a limited period. It showcased the clothing on a moving carousel and the creative process behind the collection through sketches, patterns and look book images. The viewer could interact with the collection via an interactive screen, seeing the drape and fabric quality, as well as getting VIP access codes. It brought the brand to life in a phygital shopping experience which created anticipation for the brand's online launch.