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Brief Published: 15 Jun 2011

Wieden + Kennedy Set up Shop

Extra

Pop-up store concepts have long provided marketers with a tool to take brands directly to the heart of the action, but this time it's the admen who are getting in on the act. International creative advertising agency Wieden + Kennedy is opening its own temporary store - Shop - on New York's Varick Street.  

As an agency that prides itself on being an incubator for creative talent – the company offers mentoring initiatives in many of its global offices – it is of little surprise that Wieden + Kennedy has chosen up-and-coming New York fashion labels to feature in Shop. Burkman Bros, Loomstate, Saturdays NYC and Brooklyn Tailors are among the brands on sale.

The five-day event, which kicks off tomorrow (16th June) will also feature music from Fool’s Gold Records and food by Taiwanese restaurant Baohaus.

It's not the first time that Wieden + Kennedy has dabbled in retail. Last year it proposed a virtual concept for a portable homewares retail space. Using Augmented Reality, new products would appear like magic on a daily basis. This is the first time the agency's retail ideas have made it past the – virtual – drawing board.

See our report, New Pop-ups: Best Brand Boosters, on Stylus next week.

wk.com

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