The Paris fashion week attracts thousands of professionals, journalists and customers each and every year. This international event is a good opportunity to quickly raise Repetto’s awareness, a brand specializing in classic dance clothes and hand made shoes.

The objective was to make numerous professionals and individuals visit the shop in order to promote the new collections and strengthen the reputation of the brand. The main challenge was to find a way to stand out among other famous brands located in the fashion district with higher media budgets, bigger stores, and 5 times more window space.

We decided to take our weakness and turn it to our advantage: we designed our unique shop window to multiply by 5, creating a new interactive experience and making the boutique become the place not to miss.

During the fashion week, shop window is a key media. So we took our weakness and turned it into our advantage: we designed our unique shop window to multiply it by 5, creating a new interactive experience.5 films representing 5 ballets involving a dancer and a choreographer from Opéra Garnier were produced and retro projected on the shop window. Only one film was projected at a time. With a simple move of the hand in the air, people standing few steps away from the shop window were able to play with it, by switching to another film.

Just 5 days after the launch of the campaign, we had already reached our final goal by welcoming twice as many people as last year’s event. By the end of the week, visitation in the shop went up 60%. The results registered were 40% more visitation from journalists, more TV coverage from 6 news channels and fashion programs, more Radio coverage from 20 different stations, 750,000 views on video websites, 100,000 tweets, and more than 9000 articles on blogs (and still counting).

Please google “Repetto interactive window” to get the full details about media coverage.