IMG & Giorgio Armani
Creative & Experience
Hearst x ELLE x TU
Categories
Brand awareness
Our partner Hearst approached us with a brief to collaborate on designing and producing a fashion pop-up in the heart of Soho for ELLE magazine in partnership with fashion brand – Tu. Our client’s objective was to create an innovative retail activation for ELLE x Tu’s Lose the Label campaign that played with consumer perceptions and delivered a bold brand reveal.
On day one of the activation, Tu’s brand identity was a mystery, with the space branded as “The Showroom by Elle x WHO?”. Shoppers were invited to explore the unbranded edit, curated by ELLE UK’s Shopping Editor, Grace Clarke, heightening curiosity and anticipation about which brand was behind the beautiful collection. Popular guesses among guests were Odd Muse, Hush, H&M, and Bershka.
The highlight of the first day was An Evening with ELLE – a VIP experience for 50 influencer guests, including Nicole Ocran, YOTRI and Nimi Blackwell. During the event, we unveiled the Tu brand through a striking visual projection, produced in collaboration with our partner Indigo24. Subtle yet impactful brand elements, from signature cocktails to a bespoke photo moment, enhanced the reveal throughout the event. The evening included an insightful panel discussion on ‘Fashion, Diversity, and How to Dress for the Coming Season,’ led by Candice Brathwaite and featuring Liv Little, Grace Julia Clark, and Katie Ballard. Live DJ sets from Born N Bread added to the evening of surprise shopping and socialising. Days two and three of the pop-up showcased the collection under the official Tu branding, transforming the shopper experience with a fresh perspective on the brand.
We designed a beautifully minimalist, monochrome space that allowed the fashion pieces to speak for themselves. Size inclusivity was a key priority for Tu, and we emphasised this by curating a diverse range of styles and sizes throughout the showroom and prominently in the shopfront. The brand reveal not only generated buzz but shifted preconceived notions about Tu, inspiring audiences to look and feel good whatever the label.
By combining a seamless blend of anticipation and brand storytelling, we delivered a high-impact experience that redefined the way consumers engage with fashion retail.
See more of our fashion brand activations
