For this academic project, it was prompted to choose a brand that we positively engage with and love to make a revamp on its' communication and create a campaign that matches the brand's values and core beliefs.
COS, the Swedish premium fast-fashion brand has as its' core values and beliefs rooted in giving clothes a contemporary, avant-garde look in a sustainable and eco-friendly way. The store is an undeniable staple in the main shopping districts in the world, transversal to all cultures and people. Fighting against what's ephemeral and making a push into making its' customers a more conscious choice at the moment of purchasing clothes, the first step to create this campaign was to enhance its' message: Look Good, Buy Better, Keep Forever.
The second step consists in uniting the brand's message with its' know-how widely based in an immersive, hyperphysical shopping experience to create a worldwide campaign that brings out the best in the brand. Inspired by COS's exhibitions in cities like Milan or Seoul, the idea consists in getting COS out of its' store limits in order to create The World's Biggest Showroom.
The World's Biggest Showroom would transport COS's retail experience to an urban, contemporary, and modern setting in 14 cities based on the brand's most influential markets: Europe, Asia, and America — and to take the idea to the next level, each city would host 6 installations that would highlight a specific piece of clothing. The areas of implementation would have to be either green areas, contemporary squares/avenues, or shopping districts.
In that order, the pieces of clothing chosen for display would be a bracelet, a blazer, a pair of shoes, a t-shirt and pants. As a complement, a 'lifestyle' installation was made to mirror and help perceive COS and its' brand message.
Considering the showroom wouldn't be set in any COS store, to generate an impulse of purchasing an item, all items could only be purchased online through a QR Code standing alongside the installations.
The main goal for this campaign would be to put the brand in the frontline of retail and shopping experience, generating millions of interactions every day , and to create a link between the 14 exhibitions to create a massive showroom accessible to everyone, which would consolidate COS's spot up front in its' segment.
