Marketing Plays: Havaianas to Bring Interactive E-Com Artwork to Stores Worldwide
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July 29, 2919: Havaianas will bring pieces of tech-art to its stores worldwide. The Brazilian sandal brand collaborated with street artist Buff Monster on a virtual storefront that launched off the boardwalk in Venice Beach, Calif., last month, and consumers will soon get to experience it at retail. The large interactive mural features several colors and patterns that inspire recommendations on sandal styles via Google AI. The user snaps a photo of the artwork and is directed to a shoppable landing page. Portions of the mural will be shared at its retail outposts.
July 23, 2019: Roger Vivier has launched a six-week pop-up installation at Galeries Lafayette Champs-Élysées in Paris, taking over the department store’s three floors. On the ground level in the atrium, there’s a Pepto pink micro hotel to welcome shoppers, and one floor up you’ll find the fall ’19 collection and Roger Vivier classics, such as the Très Vivier pumps, the I Love Vivier heels and RV Mini Bucket Bags.
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On the top level, there’s a private cinema and a room entirely covered in stuffed unicorns showcasing the new Viv Skate sneaker collection. Elsewhere the house’s most creative pieces are displayed, such as the Trapeze heel, reincarnated from the ‘60s by creative director Gherardo Felloni, together with super exclusive styles handcrafted using crystals, silk, velvet and pearls.
July 17, 2019: Ariana Grande is the official new face of Givenchy. Photographed by Craig McDean, the singer can be seen in clothes from the brand’s fall ’19 collection. Grande shared the first images on her Instagram sporting a green blazer with a statement bag in one image and an extravagant off-the-shoulder look in the other. She captioned the photo “honored to be your girl and wear these looks happy campaign reveal day. can’t wait for everyone to see all of the photos.” The artistic images from the campaign, which has been dubbed #Arivenchy, give the brand modern flair. In a press release, Givenchy explained why Grande was tapped: “She naturally embodies the spirit of the Givenchy woman with impertinence, generosity and a lightning wit — all cloaked in a touch of mystery.”
A post shared by Ariana Grande (@arianagrande) on Jul 17, 2019 at 10:05am PDT
July 17, 2019: Billie Eilish and MCM are teaming up for their fall ’19 campaign. The superstar singer appears in front of the camera in the coolest goods from the luxury leather brand. Photographed by South African photographer Lea Colombo, Eilish can be seen sporting a bucket hat, crossbody bag and stylish sneakers, giving the brand a new youthful feel. The brand will be expanding in upcoming seasons promoting more footwear and apparel.
July 15, 2019: Canadian musician Grimes is joining forces with Adidas by Stella McCartney. For the collaborative fall ad campaign, the singer modeled several eco-friendly styles, which blend the designer and musician’s shared commitment to sustainability. The label’s new installment boasts an assortment of performance-oriented, cutting-edge fabrics, with materials such as recycled polyester made with Parley Ocean Plastic and regenerated Econyl yarn. It’s not the first time the two have worked together; three years ago, Grimes headlined McCartney’s Pop perfume video campaign.
July 10, 2019: For fall ’19, Giuseppe Zanotti showcases its collection in a cinema-inspired campaign. In addition to photos shot by art photographer Suffo Moncloa and featuring models Felice Noordhoff and Mateusz Chmielews, the company released an indie-spirited short film, directed by Sharna Osborne, celebrating the season’s new shoe styles. Silhouettes include the Bebe pump, the Leandra stiletto and the Thalia derby as well as the new men’s Blabber sneaker. “The fall collection is all about sophistication and chic contrasts,” designer Giuseppe Zanotti said in a statement. “With the campaign, I wanted to portray both facets of the Giuseppe Zanotti man and woman — elegant, modern, individualistic and always with a certain something that stands out from everyone else.”
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Marketing Plays: June 2019
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