Michael Kors x Jourdan Dunn - #MKxJourdanDunn

Two Selfridges stores over two days, and the launch of a new collection with supermodel, Jourdan Dunn

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BRIEF:

Looking for innovative solutions to connect with their fashion-focused audience; Michael Kors x Jourdan Dunn, approached us for the launch of their Peace and Love Backpack collection.

Activations were to be held at Selfridges London, and Selfridges Manchester; over two days - with Jourdan Dunn being available to pose with guests for one hour. 

SOLUTION:

To begin, we started by getting hands-on with the Peace and Love collection. This allowed us to see the styling and four colours that made up the soon to be released backpack range.

To create a memorable experience for guests and the VIP to pose in, we designed an all-in-one activation space, that guests could enter, explore, and share content from.

In the entrance, we designed and built a standing beauty station, with three catwalk inspired beauty mirrors - adding a touch of luxury.

Pulling from the brief of being polaroid inspired, building brand awareness and creating an amazing space for fans to pose in; we used an array of 10 high-resolution cameras, capturing the guests in seamless 3D.

To really make this make the area eye-catching, we created a custom backdrop - using the raspberry colour from the backpack collection. Continuing the theme and carrying across the studded love and peace symbols on the bag design, we mapped out and re-created them with modelling bulbs; making the whole space pop with light and colour.

 

RESULTS:

With Jourdan and the press on site, guests eagerly waited to enter the beauty station before meeting Jourdan and having their 3D photo taken. The big excitement from the photo area was carried on with guests being able to select one of three, 3D floating digital stickers for their photo.

Throughout both launches, a massive physical and social buzz built around the events. Hundreds of guests were able to share them from their social accounts and take their photos home; building product awareness for the launch of this new collection.

 

Results:

  • 150 Videos captured
  • 267 Social shares
  • 178% share rate