Six months on from interviewing David Mullane, owner of W2, he's relaunching the former Comme des Garcon guerilla store to focus on menswear. He asked me to create a campaign and event for the re-launch. The focus was to showcase the new expended range and to celebrate the in store release of CDG latest fragrance Wonderwood.
We must print & digital media as the main sources of promotion, with posters & flyers going across the city to coincide with press & digital seeding. Blog coverage and a strong Facebook presence pushed the launch, as photos we're released in sequence encouraging repeat hits.
The in-store party was an incredible celebration with live music, fresh artwork by Joey and Camille and a showcase of the new collections from Comme des Garcon, Margaret Howell and Adam Kimmel.
Over 150 people squeezed into the boutique, showing a strong store presence to passing footfall. Sales on the night increased by over 200% and a point of sale promotion increased store traffic over the following month dramatically.
Joey and Camille by GarconJon - with their installation 'Ode to Wonderwood'