Last years, we were the spectators of the success that brands are reaching out building strategies and collaborating with other brands, like Amazon fashion x Calvin Klein and Louis Vuitton x Supreme. Furthermore, brands are taking bigger risks and taking over the cities, with pop-up stores and all kind of activates to promote themselves and new releases of fragrances or collections.
This New York Fashion Week, Versace and Kith launched their collaboration not just with advertising and conventional billboards, instead, they took over the city making their statement and branding some of the most unexpected places of the city, like the bags of the famous gourmet store Dean and Deluca in Soho or the paper cup of the Cha Cha Matcha tea shop.
On Instagram the Creative designer and Owner of Kith, Ronnie Fieg wrote, “For New York fashion week, I wanted to work with my favorite iconic establishments around Nyc and invite people to enjoy the best New York City has to offer through a Kith x Versace lens. When thinking of which brands to work with, I thought about my daily routine. This led me to work with 4 New York institutions where people could enjoy an unexpected Kith x Versace experience.”
The expectation campaign started on February 2nd, 2019 with the announcement of the collaboration and images of both brands and designers, like a brief description of the ‘mood-board’ of the branding of this collection, then, they posted pictures of Lucky Blue Smith and Bella Hadid, as stars of the Ad campaign. Last, they announced that it would be not just a ‘Pop-up’ around the city; Kith posted a map with the schedule and the addresses where the brand will take presence, but without any details about the establishments or their intention.
Besides of Cha Cha Matcha and Dean and Deluca, the iconic Gorgon’s head was present in the famous Italian restaurant Carbone and Sadelle’s Bagels in Soho, printed in the menus, napkins and even in the uniforms of the servers, taking the experience of the pop-up to another level, not just in a singular space but throughout the entire city, giving to the users taste of the great New York lifestyle.