Following several successful honesty-oriented campaigns in 2015, including Pay-What-You-Want Holiday Season Sale and guided Transparency Tours that took consumers around its manufacturing locations, US fashion e-tailer Everlane has lived up to its mantra for Radical Transparency by inaugurating its new San Francisco headquarters with a five-day-long series of public-facing, behind-the-scenes events.
The five-part event series (one event per night) started with a housewarming party, followed by an art and design panel hosted by the brand’s CEO, Michael Preysman. Next up was an intimate dinner party, followed by an Instagram workshop. The finale was a private sale event in the new in-house showroom, offering consumers an exclusive preview of the new collection with a complimentary personal styling session.
Adhering to its non-hierarchical, fair-minded brand values, the 8,000 sq ft warehouse conversion is filled with natural light, houses no conference rooms nor cubicles – instead focusing on creating an open-plan environment inviting teams to work in specifically created community areas. The minimalistic interior is kept to a subtle monochromatic colour palette together with smatterings of greenery to further an ambience of trust and sanctuary (see also Shaping Sanctuary in our Sensory Brand Spaces report).
Suggesting the brand may move into bricks-and-mortar at some point, the accessible showroom comes as a result of demand from its fans for a physical space to trial its products. At present, the showroom is open to the public every Friday afternoon. For more on the brand’s forays into physical retail, see E-tailers Open Physical Stores.
Guests were required to RSVP to the events, which were limited to 200-400 people, at a dedicated microsite.