Objectives & Strategy
Develop a series of activations to help drive awareness, foot traffic and media while reinforcing the department store's positioning as an authority of style and one of the leading shopping destinations in the world.
Curate a 6 month program with the overarching concept of 'Festival of Style'. During the 6 months the festival will evolve and change featuring unique and interactive pop-up cultural experiences spanning fashion, music, art and beauty, targeting a wide reaching consumer.
The campaign launched at the London store with Wonderland taking over all 8 floors to transform the environment into an indoor festival featuring a pop-up barber shop, style concierge, avant-garde braid bars and a runway show culminating with a surprise performance by Jessie Ware.