Taking retail-tainment to a new level, British fashion giant Topshop has launched a pre-Halloween extravaganza with Netflix to promote the second season of the latter’s cult TV show, Stranger Things.
Encompassing the store, windows and merchandise of Topshop’s London flagship, it illustrates the changing role of the physical store environment into a platform where experiences are becoming as critical as products. The multi-tiered initiative also highlights the allure of bolstering revenue and brand exposure with beyond-retail sources.
Conceding an unprecedented amount of space to a productless display (extraordinary, given its prime location on Oxford Street), the windows host two interactive stage sets. One replicates a central character’s living room; the other is a lab where visitors can ‘test’ their telekinetic powers with an actor. The televisual connection is emphasised by a huge black forest silhouette that surrounds the windows on the store’s façade.
Continuing the cross-promotion, Topshop’s e-commerce site includes a Stranger Things page featuring a trailer for the new season. It’s also developed an exclusive limited-edition capsule collection of retro-style T-shirts and sweaters, succinctly attuned to the wider fashion trend for reviving classic vintage looks, ads and campaigns – see our A/W 18/19 Nostalgia report for more. The range notably follows Louis Vuitton’s referencing of the TV series in its S/S 18 collection.
The campaign runs until October 31 2017.
For more on the marriage of retail and fan merchandise – specifically how the music industry is compensating for depleted sales – see Fan-Tailing: Tour Merchandise Pop-Ups. For more on evolving brand spaces, see Beta Blends: Dexterous & Dynamic Store Design.