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As one of their largest retail openings in Europe to date, Tommy Hilfiger wished to generate significant impact and buzz around their new Brompton Road Store. PSI’s mission was to help support this launch from an OOH perspective – creating brand stature and engagement with a uniquely Tommy-twist, and achieving stand-out in a marketplace saturated with luxury fashion brands. A core focus was to cover primary transport access to the new Store - we therefore decided to harness the iconic status of the London black cab, working with Ubiquitous to create a full livery design in the Fall-Winter Collection Tartan. For the first 3-days of activity, we additionally fitted cab roofs with large bespoke illuminated bows – using the fleet to reward high spending customers with journeys to / from the Store, conveying press and client VIPs to / from the launch night venues, plus generating impact through drive-by and sampling initiatives.
