NEW YORK After a successful foray into experiential marketing during last year's Fashion's Night Out, Web-based retailer Net-a-porter broadened its efforts by devising a digital and physical promotion to launch its exclusive partnership with fashion designer Karl Lagerfeld. On January 25, the shopping site unveiled five “Window Shops,” storefronts decorated with images that can be scanned using a special iPhone and iPad app, giving consumers in Paris, London, New York, Berlin, and Sydney the opportunity to view the new Karl collection. And on January 27, a dedicated pop-up shop opened in the West Village, showcasing the clothing and other products in person.
The temporary boutique, situated in a Bleecker Street corridor with other labels like Marc by Marc Jacobs and Coach, was designed and produced by Shiraz Events, dominated by a black-and-white color scheme—a palette Lagerfeld is often associated with. The company worked closely with ad agency Laird & Partners' creative team to remodel the 650-square-foot space, building out the flooring and displays, arranging the mannequins and products, and installing technology. The result is an uncluttered layout where visitors can view items and buy them from the Net-a-porter site via iPad kiosks. A select number of accessories—sunglasses, fragrances, and fashion and design books—can be purchased on site.
Later this month, the Karl pop-up will offer an assortment of the apparel for sale in store; the Bleecker Street boutique is scheduled to remain open through August.