Tomorrowland Boutique

Magical Tomorrowland Pop-up

INFO

Off-festival Tomorrowland clothing and merchandise line

LOCATION

Antwerp, De Kammenstraat

CATEGORY

Events - Innovation - Pop Up - Shopping

DATE

3 months in 2016

REACH

Thousands of people came by

BRIEFING

In order to launch a off-festival clothing and merchandising line, we were asked to create a pop-up shop where visitors are immersed into the magical world of the Tomorrowland Festivals.

WHAT WE HAVE DONE

We launched the “Tomorrowland Boutique”, bringing the vibe of the festival to the Antwerp shopping streets. It combined several elements from the festival and besides its function as a shop, the pop-up was also a location for events and dj-gigs. Inside the store, we combined traditional retail with innovative tech like smart mirrors and RFID tagging.

THE RESULT

The pop-up was open during 3 months and over-achieved on the number of expected visitors and sales transactions. The clothing line itself was launched at a number of other outlets and extended to the festival shops.