Dyson Mercer St, SoHo
Dyson has stores all over the world known as the Dyson Demo Stores, but in September of 2024 we opened a new concept store on Mercer St in SoHo, NY. This was the first store of its kind for us, in which the floors and demonstrations were much more interactive and engaging for consumers especially in the beauty space. My team was asked to create a full OOH campaign for the opening of the store which would include two phases - a Tease portion and a Launch portion.
Ask: The creative team was asked to create a campaign that brought awareness to the store opening as well as got people excited about a new opportunity to get their hands on Dyson machines.
As the Sr. Art Director, I lead the concepting and creation of these assets.
Campaign: My concept was selected for this campaign. Stylistically we wanted to bring to life a feeling of SoHo in our imagery and design, especially through the idea of ‘wild posting’. Not only did we have fun concepting and creating around this campaign but our conceptual idea also informed the media buy.
Social
We wanted to tease the news via our social platforms as well as in Paid Media. I created some GIF-like assets for paid media, organic social and Stories to use both before and on the day of the store opening.
Print Out of Home
The two main components to this campaign were Print OOH and Digital OOH, both of which were used to create awareness of the store’s location with directional callouts and cheeky NYC references.
Digital Out of Home
if you want people to know where your new store is, why not literally show them the way? We placed digital boards at key subway stations nearby with maps and directions from that stop to the store’s location.
Lastly we created some in-store printed collateral used for mailing about upcoming events or for customers to take when visiting the store.
