Swarovski: Holiday Pop-Up Shop
Brand Activation
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ClientSwarovski
LocationToronto
My RoleCreative Concept
ObjectiveIntroduce Swarovski’s holiday campaign to new markets through an unorthodox shopping experience: a retail store with no physical product.
About
For the 2017 holiday season Swarovski used Toronto as a testing ground for an unorthodox shopping experience with a global premiere, opting to stock a pop-up activation with digital engagement opportunities instead of tangible inventory.
A digitally infused consumer retail journey was at the core of the brand activation, inviting consumers to virtually “try on” Swarovski’s premium jewelry and ship purchases directly to their homes. VR mirrors within the space used the latest face and gesture recognition software to create custom shareables of each consumer’s shopping experience.
My Role
I drove the project from initial brief to go-live, creating the brand activation’s concept and consumer retail journey based on Swarovski’s brand directive and integrating key assets of the Swarovski holiday campaign. My area of responsibility included:
Concepting, storyboarding and developing consumer journey with experiential-focused digital retail and brand experiences
Managing multiple digital agencies to ensure smooth development and implementation of the pop-up’s tech components
Creating briefings for copywriters, graphic designers and 3D designers
Results
Swarovski achieved monumental sales through both locations, prompting the brand to invest in permanent installations throughout key markets.
