Marc Jacobs fragrances to open a pop-up shop during New York Fashion Week with an unexpected social media twist.
WHAT
At the Daisy Marc Jacobs Tweet Shop no dollars will change hands.Transactions will be based solely on a customer’s use of Twitter, Instagram and Facebook with the hashtag #MJDaisyChain.
The Tweet Shop will have a social media-friendly vibe with a comfortable lounge, drinks and wi-fi, naturally. It will feature Daisy-themed artwork by Langley Fox Hemingway, Daisy beauty bar, a live Daisy photo booth, DJ set by DJ Jilly Hendrix. Products,fragrance samples and Marc Jacobs fashion items and accessorieswill be displayed. The most creative Instagram photos throughout the day have a chance to win a Marc Jacobs handbag.
The debut of the Tweet Shop will be accompanied by a new print campaign for Daisy, which follows the recently released TV spotdirected by Academy Award-winning Sofia Coppola. http://www.youtube.com/watch?v=dcyR7PFi-14
WHERE/ WHEN
The 1,746 SF sq. ft. store, located in SoHo at 462 West Broadway, will be open to the public on February 7-9 from 11:00AM – 7:00PM, during New York Fashion Week.
WHY
The store is a gift to Marc’s many fans and followers, and the first retail operation in beauty to use “social currency” as the only means to make purchases.
The first seed was planted on Daisy Day, January 28, when daisieshit the streets of New York, London and Berlin, bringing sunshine to the heart of winter.
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