If guests like BAPE founder Nigo appear to your in-store event in Berlin, you might have activated the right people to come by and look at the scenery.
As the responsible project manager within the Vans European Marketing Team, I coordinated with our top-tier account “Firmament” Berlin the takeover of the entire store during Berlin Fashion Week.
The SIS setup was a special army tent, customized for the store. Additionally, we had custom-made giveaways shipped from HQ in the US and a very successful press launch before the event started.
All communication went through Vans PR channels and Firmament and was subsequently multiplied through invited press, such as Highsnobiety, Complex, Streetwear Today, Vice, Core Skateboard magazines, influencers etc.
The PR coverage was targeted very niche and top-tier: cover of Streetwear magazine and an interview with WTaps founder Tetsu, plus massive online coverage. Some highlights here:
Moststeffinetly 