Gucci Brings Primavera to Its Milan and London Flagship Windows
The Monte Napoleone and Bond Street displays give the Primavera collection a street-facing retail expression across two flagship locations.
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Christian Louboutin CEO Alexis Mourot Explains the Brand Strategy Behind Three Paris Shows
Mourot connects the house’s pool, football and theatre productions to product storytelling and five consistent brand values.
Gymshark Brings Conditioning Club to Austin With Scratch Creative
Gymshark’s Austin activation paired its Conditioning Club collection with running, lifting and recovery, with production by Scratch Creative.
Oana Leonte’s The Architecture of Meaning Puts Brand Heritage at the Centre of Strategy
Oana Leonte’s new branding book argues that consumer companies should build on the meaning and heritage they own, not rely solely on purchased attention.
Tommy Hilfiger and Cadillac Bring F1 Fanwear Pop-Up to Singapore’s Paragon
The Orchard Road activation combines a fanwear shop, driver appearances and racing games during Singapore Grand Prix week.
Kiehl’s Builds London Plump Club Pop-Up With Heaps + Stacks
Heaps + Stacks created The Plump Club, a central London pop-up for Kiehl’s CollaShot serum built around inflatable installations and interactive product moments.
Urban Outfitters and Levi’s Bring Denim Customization to Wisconsin’s Game Day Tour
Urban Outfitters’ Madison stop paired Levi’s denim customization with campus pop-ups and live music, ahead of a planned Rutgers event.
Saie Turns a London Café Into a Chip Shop Pop-Up for Sephora UK Launch
The Saie x Sephora activation brings beauty product displays into a familiar London café setting as the brand enters Sephora UK's stores.
Ray-Ban Brings Japanese Craft and Fragment Eyewear to ComplexCon
At ComplexCon in Los Angeles, Ray-Ban paired live Japanese eyewear finishing with an ultra-limited Fragment collaboration.
adidas Turns Rome’s Stadio dei Marmi Into a Hybrid Fitness Brand Experience
adidas used a hybrid fitness competition in Rome to introduce the Adizero Dropset Pro, pairing a large-scale branded workout with Technogym equipment and athlete participation.
MINISO Colombia Turns Purchase Rewards Into a Salitre Mágico Experience
MINISO Colombia linked a COP 125,000 purchase threshold and receipt registration to a two-person pass for its Miniso Mágico activation at Salitre Mágico.