LAUNCHING A RETAIL CONCEPT STORE OF THE FUTURE
We launched a future-facing menswear concept store that became a testbed for innovation, exploring the blurred lines between retail and emerging digital technologies. The collaboration with 15 retail, research and tech innovators personalised the shopper experience and enhanced the decision-making process by telling stories through interactive clothing with smart mannequins, 2,500 NFC tags, a ‘Snap Wall’ that made clothing predictions based on the colour of your outfit.
A central part of the development team with a multidisciplinary role oversaw the retail launch, partnerships and communications across influencer, PR and social. The campaign achieved over 400 brand mentions reaching over 61 million people in six weeks, featuring in WIRED, GQ.com, PSFK, LSN:Global, ES Magazine and a full-page in Timeout. Still today, the project is hailed as best practice with industry leaders such as WGSN and continues to be referenced as a project before its time.