66°North | Flagship Launch
Work

Flagship launch

Overview

2022 was a milestone year for the almost 100-year-old Icelandic brand; becoming the first Icelandic brand to be certified B Corp followed by the opening of their London flagship store, designed by Berlin-based architects Gonzales Haase.
With the store launch on the  horizon TWN organised a press trip to Iceland for key target media to get fully immersed in its unique geographical heritage, sowing the seed for news stories and features that would coincide with the opening of the store. Titles on the trip included Wallpaper, Esquire, FT How To Spend It, High Snobiety and some key freelancers working across a number of key titles. We set up a separate trip for Monocle to visit  66°North’s HQ and coordinated a wider itinerary that incorporated visits to Carb Fix and other collaborators.

Elements

Press office

Iceland press trip

Influencer & VIP relations

Outcomes

 A 4-page-spread in Monocle Magazine that hits shelves the day after the official opening event, a DPS in Esquire and a DPS in How To Spend It were key wins, along with stories on High Snob and in Wallpaper*’s Greatest fashion stores around the world round up. Other business stories  included The Industry Fashion, Fashion United and Fashion Network, Retail Gazette and Marketing beat. For the launch event itself, TWN supported in achieving 300 guests for an early intimate drinks for industry profiles, followed by a bigger party for a wide range of media, influencers and VIP’s.

 

Future Nature — Flagship launch
Highsnobiety
Future Nature — Flagship launch
Wallpaper*
Future Nature — Flagship launch
Esquire - DPS
Future Nature — Flagship launch
Fashion Network
Future Nature — Flagship launch
The Industry Fashion
Future Nature — Flagship launch
Retail Gazette
Future Nature — Flagship launch
Fashion United
Future Nature — Flagship launch
Marketing Beat
Future Nature — Flagship launch
Monocle - 4 page spread
Future Nature — Flagship launch
Financial Times - 3 page spread