Christys' London Pop-Up

Christys' London — Brand Partnership, Brand Strategy, Experiential Activation, Influencer Marketing, Retail Design, Identity

Christys' London, Year-long pop-up activation 

Role: Lead Creative Director, Brand Strategist, Brand Partnership

The Ask

Bring awareness to Christys' pop-up store through a year-long series of Brand Activations and collaborations that appeals to creative Millennials and Gen Z.

Strategic Approach

Covent Garden is a one-of-a-kind destination hidden in the bustling heart of London. Set at a slower pace, the roads within Seven Dials escape the city's busy streets. They are home to 90 stores, world-renowned international flagships and concept locations, beauty and grooming boutiques, and over 50 contemporary cafes, restaurants, bars, and pubs.

Having worked in the area for many years, I cultivated a strong relationship with brands and creatives, which helped expedite Christy's community engagement. As Creative Director, I focused on building Christy's association within the surrounding areas. Through a series of locally lead collaborations, influencer campaigns, and experiences that would provide Christys with the opportunity to physically engage and connect directly with their intended target audience. From my research, I learned that Millennials and Gen Z valued community, so I wanted the store to become a hub where creatives could connect and celebrate key cultural moments throughout the year. 

Creative Solution

Working closely with the Managing Director and the Head of Marketing, we developed a new brand positioning aligned to attract and engage with Millennials and Gen Z. We created a year-long programming and event schedule that included monthly artist residency, talks, hat-making workshops, photoshoots, and press days. I produce a series of influencer campaigns throughout the year and maximize the in-store showroom for brand partnerships, press, stylist appointments, and celebrity seeding. It was paramount that everything felt and looked cohesive to attract and engage with the intended target audience, from the marketing right down to the product. I was responsible from beginning to end. I guided and executed the initial ideation of the pop-up, including recruiting and training new staff. I also consulted on the interior design, leading the design and build of the store, working closely with their Marketing Director and Head Designer to decide which products would work best among Millennials and Gen Z.

Results

The staff was friendly and knowledgeable, providing a luxury experience that encouraged customers to drop by to get measured, fitted, and styled. I increased profits steadily through effective brand outreach, store events, and influencer campaigns. Within four weeks, we gained features in various leading UK publications, including GQ, Jocks and Nerds magazine, and Drapers. Collaborated with some of the most influential UK designers like Nicholas Daley and Noel Stewart and provided hats for celebrities including Lewis Hamilton and Will. I.AM, Neo, Justin Timberlake, and Future.