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STORE LAUNCH

THE BRIEF

TK Maxx were about to open their flagship store in Covent Garden.

Our challenge was to build anticipation among their ‘treasure seekers’ ahead of opening day, then turn the launch itself into an event people talked about long after the doors opened.

TK Maxx Covent Garden store launch with an autumn tree installation on the shopfront

STORE LAUNCH

From brief to live experience, we bring together creative thinking, seamless production and brilliant people to make every campaign happen.

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THE BRIEF

TK Maxx were about to open their flagship store in Covent Garden.

Our challenge was to build anticipation among their ‘treasure seekers’ ahead of opening day, then turn the launch itself into an event people talked about long after the doors opened.

EXPERIENCE

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.

Shopper catching a falling leaf at the TK Maxx store opening installation in Covent Garden
TK Maxx retail staff team in orange T-shirts at the Covent Garden store launch
TK Maxx VIP invitation handed to a guest at the store opening event

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