The Project
The legacy retailer contracted Designscape to create an event to re-launch the “Softer Side of Sears” campaign as an upscale quality clothing line. The only creative direction that Sears provided was that its team wanted the fashion and financial press to leave the event saying, “I can’t believe that was Sears!”
The Mission
The only creative direction that Sears provided was that its team wanted the fashion and financial press to leave the event saying, “I can’t believe that was Sears!”
Creative Solution
Designscape presented the product line as if one were attending a private reception at a high-end fashion/art gallery. Selecting a venue in New York’s Flatiron district gave it the appropriate gallery-quality feel. Designscape created the look, layout, and displays for this fashion rollout; and handled all construction as well as the requisite installation and dismantling services.
Result
The event was a great success, and as guests left, we heard more than one say, “I can’t believe that was Sears!”
