Sézane: Promoting a new pop-up store all over town

Sézane is a prestigious French clothing brand with flagship stores in Paris and London. Recently they have expanded into the US market with temporary stores opening in Boston, Los Angeles and San Francisco.

When they approached us about their upcoming Seattle store (open at University Village until January 2024!), we were excited for the opportunity to execute some creative activations for them to raise awareness. We started with a citywide wild posting campaign featuring bold poster designs highlighting the new store and the fashion line. Their plan was to ride the initial hype of the store opening for a few weeks and then conduct some strategic activations around the city to maintain interest in the store following the rush.

We developed a few concepts for activating locally in order to show off the clothing and tell people about the store location and hours. The idea that Sézane felt would best resonate and remain on-brand was a series of small events at various locations throughout the city. We would dress models in Sézane clothing and have them hand out branded flower bouquets and tote bags. We had flyers with information about the store for people to take as well.

The planning process was fairly simple, but required coordination. We ordered flowers and had them cut and dressed at the office. The models were fitted and made up to fit the style of the brand. We brought a cute cart to hold the flower arrangements and tote bags on site, as well as a branded tent featuring the poster designs as a backdrop. Then we hired a local band named Rouge to sing French standards as entertainment while the brand ambassadors would hand out the items.

The activations were a huge success. People raved about the clothing and many visitors said they had visited the store or knew of the brand already. All the flowers and bags were given away, much to the delight of the client.