12 Piccadilly Arcade – Fashion and sustainability concept shop
Client: Westminster City Council
Category: Public Relations, Retail
Westminster City Council commissioned Sister London to promote their fashion and sustainability concept shop at 12 Piccadilly Arcade.
The council had selected 12 designers for the revolving pop-up space, and we created an overarching public relations campaign to drive awareness and footfall to the shop.
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What We Did:
The Sister London PR team met with each retailer one week before they moved into 12 Piccadilly Arcade to align the PR strategy for each pop-up with; the designer’s objectives for the month, workshops and events planned and target press titles. Designers such as Clio Peppiatt, Supernaturae, and Hood London saw the pop-up as an opportunity to launch brand-new lines and increase sales.
On-going press and influencer visits have increased each brand’s awareness and resulted in media coverage.
Results:
Sister London delivered target media coverage and influencer outreach throughout the project, generating 42 editorials with a combined reach of 7.6 million. Press coverage highlights include Vogue Business, Sheerluxe, Fashion United, London On The Inside, The Industry Fashion and Fashion Network.
