CHALLENGE

WE Fashion opened a new store concept at Kalverstraat in the middle of the pandemic and asked UPR to create a press moment.

APPROACH

We invited editors for a private tour by the Head of Retail, Head of Design, architect and CEO on the day before the consumer opening.

  • Event organization
  • Press relations

Personalization, editor gifting

After their tour, editors could pick an item of the collection for themselves, and in addition an item for one of their loved ones which we personalized in the store.

Event organization, intimate setting

Because we were in the middle of the second wave of the corona virus, we decided to keep it small and intimate. We invited editors for a private tour by the Head of Retail, Head of Design, architect and CEO on the day before the consumer opening. This way, we were able to do some proper storytelling and have quality time with editors. It was the perfect opportunity to work on that connection with them, and the brand.

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