Harvey Nichols was experiencing low attendance rates at their past fashion events. We decided to use this opportunity to create something that would get them excited about the exclusive launch event at Harvey Nichols.

Inside each box, recipients were encouraged to catch a sneak peek of Rossi's latest collection ahead of the event. Five unique designs based on Rossi's latest colourways were used to create the invites. Using origami folding techniques and the invites as material, recipients were encouraged to handcraft their own heels by hand, just like the legendary shoe designer. Our invites made folding fashionable, but most importantly, placed the essence of Rossi's handcrafted heels in the palms of our customers.

The response rate of the invites was phenomenal with 100% of the invited recipients RSVP-ing to the exclusive event within the first 48-hours. On the day of the event, shoe fans brought along their invites in hopes of getting them autographed by the legendary shoe designer himself. Most importantly, the invitees were purchasing the latest collection of Rossi’s heels days before they hit the shop floor.