The activation needed to generate anticipation and foot traffic for the pop-up openings while establishing Sézane as a relevant player in each city's competitive mid-luxury fashion landscape, bridging the gap between accessible pricing and aspirational Parisian style.
Parisian Charm Meets Local Soul
We orchestrated a strategic wild posting campaign across Barcelona and Milan's most fashion-conscious neighborhoods to create anticipation for Sézane's pop-up openings and establish the brand's presence in both markets simultaneously. This dual-city approach was designed to honor each city's unique fashion culture while maintaining Sézane's cohesive Parisian identity. The campaign was structured around three strategic pillars:
City-Specific Cultural Mapping: In Barcelona, we targeted the bohemian Valencia corridor, the Born district, and Eixample's shopping arteries—areas where Sézane's Mediterranean-inspired aesthetic and mid-market positioning would resonate with style-conscious locals. In Milan, we focused on the Golden Triangle luxury district (where the Via Santo Spirito pop-up opened), Brera's artistic quarter, and Porta Venezia—neighborhoods frequented by fashion insiders who appreciate accessible luxury and timeless French design.
Visual Poetry in Two Languages: Creating elegant wild posting executions featuring Sézane's signature apartment aesthetic, with localized messaging—"Paris ❤️ Barcelona" and "Paris ❤️ Milano"—that positioned the brand as a love letter to each city rather than an external imposition. The visuals showcased the spring collections while emphasizing Sézane's L'Appartement concept, inviting locals to discover a piece of Paris in their own city.
Strategic Pre-Opening Momentum: Deploying the campaign 3-4 weeks before each pop-up opening (July 2022 for Barcelona, April 2024 for Milan, timed perfectly before Design Week) to build curiosity and drive opening-day traffic. The wild posting created organic discovery moments across each city, generating word-of-mouth buzz and social media sharing that amplified Sézane's arrival beyond paid media.
Real-world
results
wild posting sites secured across Barcelona and Milan's premium fashion districts
impressions generated among fashion-conscious European audiences
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Sézane
Salomon
