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.
Iceland press trip
Influencer & VIP relations
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.