FRED PERRY POP UP STORE

Event

CHALLENGE

Opening and inaugurating Fred Perry first Italian pop up store in Milan city center. 

SOLUTION

Areaconcerti organized a special event which saw the participation of Pisetzky, one of the most popular dj in Milan, and gathered in the pop up store (50 mq) more than 500 people. A specific communication campaign ranging from advertising to pr and street/guerrilla marketing was developed in order to boost the buzz around the initiative. The pop up store opening party and a series of follow up communication activities will lead to a second special event taking place on October 24 in a secret location.