Experiential Nomads Packs a Punch into Launch Event for Footwear Brand Birkenstock’s Store in Mumbai

Marketing | February 2, 2021 | News

Experiential Nomads Birkenstock

Event management company Experiential Nomads helped German footwear brand Birkenstock launch a new store at Linking Road in Mumbai on January 27 and 28, with fashion and lifestyle journalists, influencers, stylists and elite bloggers from the city. The launch event held at the new store was executed following strict COVID protocols, with the fashionistas coming in at different time slots.

The event started in the morning on both the days and had 12-15 guests each day till evening. The event had interactive activities, photo ops and customized touch-points and merchandise for the guests, who were welcomed by the brand with their names on a welcome board.

The product and marketing team took them through the range, on the basis of their personal fashion choices, lifestyle, gender, etc. Once they were through with going over the collection, a photo op awaited them. The photo op backdrop was made with real leaves and greens with a highlight of neon colours.

Experiential Nomads arranged interactive touch-points for guests while they waited for their polaroid picture to be handed over to them; they challenged their influencer friends with a jigsaw puzzle (least minimum time) or Jenga game (played with brand and store team).

Inspired by the cork material sourced from the wine industry’s upcycled waste that is used in the footwear range, Experiential Nomads used cork elements to create brand merchandise customized for each guest as give-aways. Cork was also used to design the real experience with branding elements and other touch-points. Aesthetic usage of the right material helped the brand create and articulate stories to the fashion fraternity.

Anurag Sharma, Creative Lead, Experiential Nomads, said, “We had creative challenges when we began to ideate, to create conversations, interactive installations, photo op, interactive touch-points and articulate product stories, all in a 550-sqft store. But if you look at the happy and fun pictures that we got at the event; you might not believe that we were able to make them experience different product stories through the ideas we suggested to the brand, all inside the store. Such challenges make us more creative and keep us on our toes. We look forward to other upcoming store launches and brand activations now.”

The on-ground launch event had interactive activities, photo ops and customized touch-points and merchandise for the guests.

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