To support the launch of Carolina Herrera’s new 212 VIP women from the 212 VIP line, our client wanted an engaging brand activation that would capture the style, self-confident beauty and glamour of the VIP woman. Circo’s inspiration came from New York women themselves, from the “The Gold Coast” of the Upper East Side to Brooklyn’s effortless chic.
For the in-store activation, squads of photographers took polaroids of random passersby with a 212 VIP look. Each passerby was given their photo with a number that served as their pass to the 212 VIP launch party. The polaroids were also integrated in real time in the window displays at POS, creating a mosaic of local VIPs that provided immediate high visibility for the new fragrance on NYC streets.