How do you take a luxury fashion magazine and a high-street retailer and bring them off the page, into the real world, in a way that feels inspiring? That was the challenge when Hearst asked us to help design the ELLE x Tu Style Stop – a nationwide activation designed to bridge the gap between editorial storytelling and shoppable style.
The brief: support in creating a pop-up series that showcased Tu’s new collection through ELLE’s editorial lens. The activation needed to inspire self-expression and reaffirm Tu as a go-to for fashion that is both trend-led and wearable. At its heart sat the campaign’s central belief: everyone deserves to find the style that makes them feel most themselves.
To answer that, the experience took to the road with ‘Reflections of Tu’ – a sleek, silver airstream designed to make a statement in the high-footfall city locations of Leeds, Birmingham, Manchester and London. Fitted out in modern neutrals and mirrored finishes, the mobile installation created a backdrop for self-expression, inviting visitors to quite literally see themselves in Tu.
Inside, guests explored a curated capsule edit of Tu’s latest collection, styled and guided by fashion expert Grace Julia Clarke. QR codes and digital displays ensured a seamless “browse and buy” journey, connecting inspiration with instant purchase.
Interactive moments were designed to deepen engagement and encourage self-reflection:
- Your Reflection: a branded mirror selfie moment to capture favourite looks.
- Interactive Quiz: discover your perfect persona and how it aligns with Tu’s collection.
- Photobooth: A fish-eye lens photobooth captured a unique angle for guest momentos.
Attendees were encouraged not just to shop but to connect, reflect, and celebrate their individuality. This sense of discovery and authenticity turned the activation into more than a retail showcase, it became a community-driven celebration of identity and style.