Brazilian footwear giant Havaianas had conquered domestic and European streets – but they had work to do in the US. With their signature style only available online to consumers stateside, Havaianas were missing out on the value of a tangible in-store presence. And without an independent location on US streets, they weren’t making the most of their lovable personality and unique product.
The cobbled roads of New York’s West Village are a notorious hazard for stiletto-clad professionals. We introduced Havaianas as the perfect, seasonally relevant answer, opening a breezy pop-up store on busy Gansevoort Street. Relaxing in décor that echoed the Sao Paulo flagship store, hot-and-bothered New Yorkers swapped their heels for game-changing flip-flops, customized to their personal style.
Alongside classic Havianas lines, we gave visitors the chance to create their own shoe – choosing a sole and strap color, and adding decorative pins featuring letters, hearts, and NYC icons.
The star attraction, a “top luminous” bridal design studded with Swarovski crystals, made sure that the experience hit the headlines.
Over $2.4MM in on-site sales over 3 months; 24MM media impressions
What we did
- Brick & mortar pop-up shop
- Social engagement & amplification
- Brand imagery & assets
- Event planning & design
- Brand experience
- Consumer engagement