PIRCH, the luxury home appliance brand, was looking to launch their NYC store, located in the heart of SoHo at Lafayette & Broome. Through an extensive outdoor campaign, we needed to generate interest and get people into the store. Our goal was to spread WOM with people going, "What the #$*! is PIRCH?" We tapped in to the taste makers and influencers of New York — in the fashion, design, culture, and culinary worlds — to make the ordinary feel extraordinary. Just like PIRCH, there's more to these people than their title suggests.
Role: Senior Art Director (key layouts, subway domination planning, collateral materials)
PIRCH Grand Opening Launch Party
On May 19, PIRCH SoHo opened it's doors for VIPs to celebrate the launch of the flagship store. Because of the campaign, buzz swelled and over 2,000 people showed up — many had to be turned away due to capacity concerns. See the highlights below.