Overview: create and deliver an integrated and high profile launch program for Europe’s largest and most innovative urban retail space, emphasising the concept of retail as entertainment. Ensure global media attention.
Idea: a four-day festival that reflected the brands aspiration for style and premium positioning – a real, stand alone entertainment experience that people would have paid to see. An opening ceremony featuring international music artists, a choir and fashion show with official opening by London’s mayor, Boris Johnson and global superstar Leona Lewis. Followed by a series of shows and experiences throughout the four day launch period.
Results: massive media coverage both in the UK and around the world; record footfall at the actual opening ceremony and throughout the launch period; setting a new standard for retail launches.