The Challenge

How can a new fashion boutique have a high-impact launch in a high-fashion area?

Our Solution

An established fashion retailer came to us with a unique challenge: relaunch the previously successful Lounge brand as a new boutique shopping experience – with the first location on the legendary shopping Avenue of Greenwich, CT.  In fashion, and in Greenwich, image is everything, so we worked closely with Jack and his team, including design firms and architects, to create a sophisticated yet edgy image bringing the spirit of Soho to the women of Greenwich.  But beyond branding, we took time to build relationships with the community, from a custom media partnership with Greenwich Magazine to a charity partnership with local nonprofit Kids in Crisis.  Meanwhile, we drove industry buzz with an exclusive in Women’s Wear Daily, opening the doors with a launch party attended by the most savvy shoppers in Greenwich.