The challenge
Courir, a retailer specialising in sneakers, was opening stores in several Spanish cities and needed each opening to be an event. Its audience is young, follows fashion trends and spends a lot of time on social media. To connect with them, an opening could not stop at cutting a ribbon.
The format also had to be repeatable. Barcelona was part of a calendar of openings that included Madrid and Pamplona, so the concept had to work consistently across every city while adapting to each store.
What we did
- Opening concept. We turned the brand's philosophy, for which sneakers are more than sportswear, into an in-store opening event designed for its community.
- Guests. The event brought together brand fans and young fashion profiles, who shared the experience on social media from inside the store.
- The store as the stage. We used the retail space itself, with its product walls and brand signage, as the main set for the event.
- Social content. We planned photo spots and filming to generate content during the opening and around the city.
- Food. We coordinated catering for guests during the event.
- Repeatable format. We designed the approach so it could be applied to the openings in Madrid and Pamplona.
The result
Courir turned its Barcelona opening into an event for its community, with a young crowd and social media content, within a format consistent with the rest of its openings in Spain.
Store, showroom and office openings are part of the corporate events we produce and a variation on product launches: the aim is to get people talking from day one. If your launch targets professionals at a trade show, see trade show events as well.
Opening a space in Barcelona and want people to notice? Get in touch.
