A pop-up denim customisation experience

The Art of Denim Retail Brand Identity & Pop-Up Production

Following the success of numerous previous campaigns, I-AM Beyond and McArthurGlen teamed up again to deliver a unique seasonal campaign to promote their Autumn/Winter 2013 denim collections.

I-AM Beyond suggested a denim-led campaign for, marrying it with current customisation and monogramming trends. The campaign, ‘The Art of Denim’, was rolled out nationally to promote the brands in McArthurGlen outlets and align them with target consumers. The campaign was delivered in collaboration with Elle magazine and premium denim brand, Donna Ida. The campaign featured pop-up stores across eight key sites; these experiences were designed as interactive spaces where people could customise and monogram denim clothing and purchase Donna Ida denim.

The Art of Denim attracted an increased number of shoppers to McArthurGlen outlets and during this time there was a marked increase in transaction values, press awareness and social
media activity.

What we did

Brand Identity
Promotional Collateral
Hiring & Training Staff
Pop-up Production
Roll Out Management
Project Management

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