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.
City-Specific Cultural Mapping: Neighborhoods frequented by fashion insiders who appreciate accessible luxury and timeless French design.
Visual Poetry in Two Languages: The visuals showcased the spring collections while emphasizing Sézane's L'Appartement concept
Strategic Pre-Opening Momentum: Deploying the campaign 3-4 weeks before each pop-up opening
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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
