We created a unique hoarding that built intrigue amongst ‘treasure seekers’, doubling up as an entry mechanic for them to attend the launch party.

​We constructed a 'tree of wisdom' outside the new store with 15,000 leaves that passers-by could pick to enter a draw. After a lot of hard-earned buzz on social media, the hoarding was replaced by a giant curtain which came down at 6 o'clock, as the mother of all launch parties kicked off.