Brief Store Opening Night at Hudson Yards Mall in Mid-March (Spring)
Category Event Branding, Experiential
Role Brand Strategy, Creative Strategy, Creative Copywriting
Status Finalist Pitch. In the end, the brand chose not to have any activations for Hudson Yards for budget and timeline reasons
Owned by Inditex, Zara is their most successful and largest fast fashion brand. They wanted their new store location at Hudson Yards to not only appeal to New Yorkers, but also be a national opening that connects with an American audience. Competing with other brands during the Hudson Yards opening, Zara wanted a memorable event that encourages social sharing and builds brand awareness.
After an internal brainstorming session, my concept was selected. Alongside the Art Director, we devised an on-brand visual direction and activations. Furthermore I was in charge of the creative copy, casting influencers, and presenting to the client.
* Some images featured in this presentation are not original and were not used for commercial purposes.