ROLES

Insights and strategy

Concept ideation

Concept development

3D modelling

Visualisation

Client liaison

CONCEPT

As part of our collaboration with American Eagle we created a series of pop up events for the launch of the AE studio flagship store and the 50 years of Pride celebrations in New York.  

For the Pride pop ups we worked with the Keith Haring foundation and used “love is the message” as our inspiration. The response was a colourful, vibrant, foil wrapped scaffolding structure that spelt out the word LOVE. Within the structure was a workshop table where people could come together, write messages, take photos and attach them to the structure, which meant that over time the structure became peoples moments, thoughts and feelings rather than just a word.

To build on the concept of love is the message and showcase American Eagle’s creativity we planned to collaborate with a New York based type artist who was to create a live message of positivity.

The NYC flagship pop up was based on the concept of a city wide treasure hunt which would ultimately drive consumers into store. Social posts containing GPS co-ordinates + the time and date would be strategically sent out and it was first come, first serve, building hype around the AE brand, the event and the store opening.

As part of the opening activation American Eagle had collaborated with sneaker re seller Urban Necessities, this created the perfect opportunity for brand fans and sneakerheads to win highly sort after product as well as instore discounts and cash prizes.

To create a link to the NY flagship store which had a space where students within the area could come and wash their clothes and to Urban Necessities sneakerhead community we created a launderette that had a set of false washing machines which led to a sneaker restoration service.