IVY Park Retail Launch
Launching Beyonce’s ‘This Is My Park’ retail campaign
“Queen B” is in the building!
For the 2020 in-store launch of the IVY Park collection – Beyonce’s gender-neutral clothing line – adidas wanted to bring the collection to life in style.
Using existing assets from the ‘This is My Park’ campaign, we created 10 individual, retail environments across three countries. From store windows to clothing displays to cash desks, we immersed adidas customers in the world of IVY.
To safely launch the collection to the public, we developed a COVID-conscious influencer event that “Queen B” herself would’ve been proud of.
We took over the grounds of a luxury villa, hired a transport fleet and offered pre sealed, catering in premium picnic baskets to all attendees. Sitting amongst designer floral arrangements, worthy of any Instagram story, we hosted a select group of 15 influencers. And they were hype! Proudly sharing their exclusive sneak peek across social to their fellow ”Beyhive” and IVY Park enthusiasts.
From retail experience to influencer event, the entire activation was seamlessly on brand. The event was such a success, we were awarded future work with both brands respectfully.