THAT CONCEPT STORE

Challenge
How could the holiday campaign for a new store in the world’s largest, most famous high-end mall connect with shoppers to feel both familiar and fresh – while messaging across a wide range of lifestyle categories like fashion, interior design, and more?


Insight
Competitors’ visual campaigns often center around models, so we opted to build a product-forward narrative. But how do you tell a warm, human story using inanimate objects?


Solution
We imagined that jubilant party guests had just gotten up from a holiday dinner table to hit the dance-floor, leaving morsels and memories to be captured on film. We told stories of people unseen through pure imagination.


Results
Our Holidaze campaign tripled the footfall of the store in December 2021 vs. average monthly traffic in the first 11 months of the year.