Challenges:
Our mission was to craft an unforgettable launch for the new flagship store, aligning it with the brand's creative identity. This required developing a concept that could thrive amidst the potential disruptions and challenges of New York City's public space, demanding a delicate balance of control, adaptability, and quick thinking from our team.

Strategy:
In collaboration with Hermès, we co-conceived the narrative vision for Love Around the Block. This partnership extended to designing the set, crafting bespoke costumes, and creating unique props. My involvement spanned all departments, infusing my creative touch into every aspect of the event. We amplified community engagement through striking posters and graphics, generating buzz for this extraordinary occasion. Additionally, I collaborated closely with costume designer Sandra Berrebi to infuse graphic elements into over a hundred costumes, while custom graphics and menus adorned NYC-based food trucks, enhancing the immersive experience for attendees.

Execution:
We ingeniously transformed the bustling commercial district around the flagship store into an immersive theater space, seamlessly intertwining narrative and reality. Guests were encouraged to explore the store as each floor hosted the same simultaneous musical performance, allowing them to move freely through the space. Subsequently, attendees were guided to Gossip Bar, a pop-up café we crafted for the occasion, where they could savor themed cocktails, champagne, and indulge in a lineup of custom-decorated food trucks stationed along Madison Avenue. These trucks offered iconic New York culinary delights such as Katz's pastrami sandwiches, Junior's cheesecake, and, of course, hot dogs. The grand celebration culminated inside the store with a three-story dance party.