POP UP SHOP and Guerrilla Promotion

Hybrid communication concept for a client in the luxury fashion segment

Working on behalf of a luxury fashion label, ZEITGEMAESS has designed a hybrid shopping & event concept embedded in strategically rigorous social media communication.

The objective of the concept is to increase media awareness, appeal to additional target groups and open up a new physical distribution channel operating in parallel with the primary online sales outlet and shop-in-shop sales concepts at premium department stores.

The kick-off is intended to be an attention-grabbing social media campaign with interactive participation opportunities for followers and fans in the run-up to the launch of the pop-up shop.

The event planning for the opening week includes numerous guerrilla actions, from street fashion walks to urban flash events in the evenings.

The shop itself is designed as an experience-oriented shopping space, highlighting elements of the collection and special promotional merchandise, as well as a pop-up studio to stream short video clips LIVE from the shop via Instagram, YouTube and Facebook – with and without celebrity factor.

Agency services: Location research for the pop-up shop and contract negotiations, social media concept, shopping and event concept including all guerrilla actions and event PR.

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