CELEBRATE THE YOUTH TO THE PEOPLE FLAGSHIP STORE LAUNCH AND EXCITE UK BEAUTY LOVERS

Challenge: Encourage UK beauty lovers to queue down the street at the new flagship store in Shoreditch to get their hands on Youth To The People products via a super-disruptive, multi-faceted and shareable event, tapping into various audiences in the most effective way.

Solution: In partnership with Dazed, we created an ‘unconventional rave’ environment, bringing nature and innovation together to tell the product story in an immersive and shareable manner. From a curated media breakfast and daytime influencer ‘content factory, the space was repurposed for an event party, before flipping to a consumer open-day programmed with panel talks and shoppable installations.