Madrid has more than its fair share of scaffolding, which is an eyesore and turn the pavement into an unavoidable obstacle course.So we took the beauty of the new store to the streets, and we spruced up the scaffolding and turned into a makeshift catwalk. Camera flashes went off and lively music would play as pedestrians walked past nearby movement sensors.

Photographers were on hand to snap passers-by, who were later able to pick up their pictures, free-of-charge, from Douglas’ Number 1,000 Store (that’s how we generated traffic to the store).

Our photographers shot 1,400 pictures in four days’ worth of catwalk shows. 35% of those pictures were later claimed in the store.Media coverage: 21 pieces in on-line media, 4 in print media and 3 in industry magazines.