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FMBX News
Posted: Feb 25, 2011
Pretty Polly pops up in Knightsbridge with RPM
RPM’s specialist retail division Hotel Retail is launching a Pretty Polly pop up shop in Knightsbridge, in conjunction with London Fashion Week and ad agency BMB.
The leg wear store will house the complete range of Pretty Polly, House of Holland and Aristoc tights all under one roof and is the first time all new collections can be seen together. The Pop-up store features bespoke photography studio, chill out area and free beauty treatments.
Celebrity photographer Boyd Alexander will also be on hand snapping the ‘prospective best legs’ of 2011, as part of a competition to find the next Pretty Polly brand ambassador.
Photographs will be uploaded to a Facebook page and public voting will see the final leader board whittled down to a finalist by a panel of experts including fashion designer Henry Holland. The winner will receive a one year modelling contract with Leni’s modelling agency, £1,000 worth of River Island vouchers and free tights for a year.
Hotel Retail is responsible for the sourcing, build, and creative of the store, as well as producing the online and onsite activation.
David Hinchliffe, brands director at Pretty Polly comments: “London Fashion Week is an exciting time for people who feel passionately about fashion, so it is the perfect time for us to engage our target audience of 14-40 age women with this unique pop-up shop. Visitors to the pop up shop will get to enjoy a drink in the relaxation area, have a free manicure or enjoy a mini photo shoot as part of the competition that could be their ticket into a modelling career. It has been great working with BMB and RPM’s Hotel Retail to see this project go from initial concepts to reality.”
Dom Robertson, managing director, RPM adds: “Temporary retail space can give brands the flexibility to create an exciting and really different experience. The challenge with this project was developing a campaign that would work both as an experience in the pop up shop and online via the Facebook campaign. Increasingly we are seeing online and offline working together to really amplify marketing projects.”
The Pretty Polly pop up shop is based in Knightsbridge with opening hours from 10am-6pm.
