To promote awareness of the Detroit-based watch brand, Shinola, through its new Soho store and build a committed constituency to the brand.


We developed and implemented a number of initiatives for promoting the store, through local clubs, events and the hotel networks of Mayfair and Belgravia. Activations included: inviting calligraphers to adorn Shinola journals, creating a week-long living window display as an artist painted a giant photo-realist watch in the window, to bringing the store to life over Christmas with jazz musicians and beakers of bubbling melted chocolate.