How to elevate a seasonal product launch into a cultural moment across two fashion capitals

Londres, New-York

Citywide Awareness

Fashion / Lifestyle

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The challenge

The challenge was to transform what could be perceived as a simple seasonal product into a bold cultural statement, positioning the advent calendar not as just another holiday offering, but as an exclusive, desirable piece that embodies French seduction and luxury. The activation needed to break through holiday marketing saturation while maintaining the brand's high-end, provocative positioning across two distinct yet equally discerning markets.

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our solution

Seduction in the Streets

We orchestrated a strategic wild posting campaign across London and New York's most culturally resonant neighborhoods to create an unmissable presence during the crucial pre-holiday shopping period. This dual-market approach was designed to generate simultaneous buzz in both cities while respecting each market's unique sensibility. The strategy centered on three key pillars:

Market-Specific Neighborhood Mapping: In London, we targeted Shoreditch, Soho, and Notting Hill—areas where fashion-conscious audiences intersect with cultural tastemakers. In New York, we focused on SoHo (home to Maison Close's flagship store), the Lower East Side, and Williamsburg—neighborhoods known for their appreciation of European luxury and intimate fashion.

Visual Seduction Strategy: Creating visually striking wild posting placements that captured the advent calendar's luxurious, provocative aesthetic while remaining sophisticated enough for high-traffic urban environments. Each placement was selected to maximize exposure among the target demographic of fashion-forward women aged 25-45 who appreciate French craftsmanship and sensual design.

Cultural Timing Excellence: Launching the campaign in early November to capture the attention of early holiday shoppers and gift-seekers, creating anticipation and positioning the advent calendar as the ultimate luxury gift for the season—before competitors saturated the market.

Real-world
results

200+

wild posting sites secured across London and New York's premium neighborhoods

3M+

impressions generated among fashion-conscious, luxury lifestyle audiences

By deploying a sophisticated wild posting strategy across two of the world's most influential fashion capitals, we helped Maison Close establish its advent calendar as the season's most coveted luxury lingerie gift—transforming a seasonal product launch into a bold statement of French seduction that resonated authentically with discerning audiences in London and New York.

Maison Close