Peru was one of the last countries to reopen the 100% capacity in public spaces, further prolonging the economic recession. But when the time came to apply this regulation, a new law was added that aimed to “keep a distance of one meter between people in closed places.” This totally invalidated the initial regulations and ended up generating a 35% reduction in attendance at theaters and, consequently, a reduction in the income of this industry, which already has many complications in Peru per se. Oechsle, one of the largest retailers in Peru, also suffered this great economic recession, so it was time to encourage its second most important sales channel: E-commerce

Mannequin Spectators was a project of Oechsle in partnership with Preludio, the country’s leading music theater producer, to activate an experience that ended in a win-win situation for both parties. The idea was to sit our mannequins in the restricted seats for a whole season. These mannequins wore our main clothing collections and invited people to go to our e-commerce to buy the garments.

Mannequin Spectators addressed Peruvian men and women of any age, interested in the world of art, theater and aesthetics. To reach them, we activated the idea in the most important theater of the capital: The “Teatro Municipal” Theater. Thus, we did not wait for them to visit our stores to send them a message; we went where they went, generating a unique experience to take them to our virtual store.

During the entire season of the play “Todos Vuelven”, produced by the Preludio Cultural Association, a significant percentage of the seats were used by our mannequins, simulating audience and wearing our best clothing collections. This generated a super important and unexpected visual impact, causing people to be amazed and excited about the clothes; and they decided to buy thanks to the QR code each mannequin had, generating a unique e-commerce experience.

Mannequin Spectators achieved to sell-out several shows during the “Todos Vuelven” season, a historic feat for a post-pandemic moment in which the country was not yet able to reactivate, and during which the theater industry was experiencing a period of agony. At the same time, we managed to improve our perception as a fashion brand, as well as to boost e-commerce in a brutal way, reaching 440K visits and breaking a record for the brand. This was a perfect win-win situation between two industries that do not normally coexist.