TIAN SHI / CALLOWAY KANDT / SHANIYA SHABRACH-ORTIZ
BACKGROUND - A Stockholm-based perfume brand founded in 2006 by Ben Gorham - Former professional basketball player and got inspirations for his fragrances after travelling in India - Opened their NYC flagship in 2015 after earning $50 million - Company continues to grow now under the parent company Manzanita - Known for their unique but simple unisex fragrances
Demographics Men and Women early 20’s to late 60’s Middle to Upper Class Income above $45,000 Appreciation for simple, but unique notes Attracted to the unisex fragrances Enjoy shopping online and going out to dinner Value high quality products
Customer Profile Brad Wellington 35 years old Income $85,000 Lives in condo in New Jersey He works as an civil engineer in NYC On the weekends he enjoys walking in dog in central park and going to the gym His favorite Byredo fragrance is Blanche
STORE DESIGN
CAMPAIGN Black & White / Minimalistic / Focus on the Typography / Concept Driven
CONCEPT " La Serre " Luxurious greenhouse Location new york central park Being in the hub where people are located Keeping to our nature theme and being outdoors
MESSAGES Simple composition Unisex High Quality Raw Materials
EAU DE PARFUM
BYREDO
POP-UP CAMPAIGN Launch Party Champagne & Succulents Free tote bag and fragrance sample at checkout Wild Posting Social Media Teasers (BTS)
GREENHOUSE POP-UP STORE
Coming Soon... Central Park, New York July 7th - September 10th
PRE-OPEN PARTY
BYREDO
PRE-OPEN PARTY The night before our grand opening Inviting celebrities, loyal NY customers, bloggers, and other social media influencers Takeaway terrarium succulents
GREENHOUSE POP-UP STORE Central Park, New York July 6th 6-8pm Hosted by Ben Gorham
SCENT BAR Pick your “notes” Browse the ingredients on a tablet Order your own custom fragrance Shipped to the customers house
Products Eau de Parfum Bibliotheque / 1996 / Bal D’Afrique / Blanche / Gypsy Water / Rose of No Man’s Land
Night Veils Collection La selle / La botte / Le gant / Casablanca lily / Reine de nuit / Midnight Candy
Candles Ambre Japonais / Bohemia / Tree House / Loose Lips / Loveless / Oliver Peoples
COLLABORATOR Museum of Ice Cream Perfume Ingredient-Inspired Flavors Pe a c h , P l u m , L e m o n , Va n i l l a , Lavender, White Rose, Rasberry Blossom
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Museum of Ice Cream
ROLLOUT PLAN 2017 APRIL
MAY
JUNE
JULY
AUGUST
SEPTEMBER
PRE-LAUNCH Store Concept Brainstorm
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Plan & Communicate Store Design
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Plan & Communicate Displays
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Build Store
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Campaign Planning
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Collaboration Search
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Collaboration Confirmed
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Send out Invites to Influencers
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Social Media Teasers
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Wild Posting
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Launch Party Setup
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LAUNCH Launch Party June 3rd
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POST LAUNCH Museum of Ice Cream Stand (M-T)
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Maintain Wild Posting
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Social Media Updates
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STORE INSPIRATION
Store Plan
storage cashier
Minimal Design Connected to the outside/earth aesthetic Long table and stools Multiple small tables Tablets on Stands Open shelving Storage behind cash desk Hanging herbs cluster displays in two front windows Small table for cash desk Clear glass walls and ceiling (greenhouse look) Modern, Industrial and Organic shape elements
tablet on table ingredients & perfume
hanging candle
Scent bar in the middle with sample scent “notes� and tablets for custom fragrance order
hanging herbs
Door
hanging herbs