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The new Daisy print advertising visual |
Marc Jacobs will promote its fragrance portfolio during New York Fashion Week with the opening of a pop-up shop featuring an unexpected social twist.
At the Daisy Marc Jacobs Tweet Shop no dollars will change hands. Instead of using cash or cards to buy, transactions will be based solely on a customer’s use of Twitter, Instagram and Facebook with the hashtag #MJDaisyChain.
The 1,746sq ft store is described as a gift to Jacobs’s many fans and followers, and is the first retail operation in beauty to use “social currency” as the only means to make purchases. Located in SoHo at 462 West Broadway, the pop-up will be open to the public on 7-9 February from 11:00am to 7.00pm.
The Tweet Shop will have a social media-friendly vibe, in the form of a comfortable lounge, drinks and free Wi-Fi. It will feature Daisy-themed artwork by Langley Fox Hemingway, a Daisy beauty bar, a live Daisy photo booth and a DJ set by DJ Jilly Hendrix.
Products, fragrance samples and Marc Jacobs fashion items and accessories will also be on display. The most creative Instagram photos taken throughout the day will have a chance to win a Marc Jacobs handbag.
The debut of the Tweet Shop will be accompanied by a new print campaign for Daisy, which follows the recently released TV spot directed by Academy Award winner Sofia Coppola.
The new campaign was complemented by Daisy Day (28 January), when daisies hit the streets of New York, London and Berlin, in a bid to bring sunshine to the heart of winter, according to the brand.
