OVERVIEW

The North Face Black Series represents the most technologically advanced materials and construction, combined with the most progressive and fashion-forward silhouettes. The product line is a perfect depiction of The North Face’s transformative nature and ability to adapt its brand roots into a high-fashion environment, and to celebrate the launch of the Black Series’ SPRING 20 collection at its Soho location, on 2.25.20, a day prior to its global launch. As the project manager I hired a local agency, AGW to help curate and activate an intimate, invite only preview experience for 75 lifestyle VIPeak members. My role was to build out the overall event strategy and framework for the agency and store staff to execute upon.

THE VIPEAK EXPERIENCE

The invite-only VIPeak event was not only a celebration and preview of The North Face’s Black Series collection, but an opportunity to give back and engage with key lifestyle VIPeak members and to thank them for being a part of our loyalty program.

We Leveraged local TNF social media channels and VIPeak email to excite and engage VIPeak participants around the event.

By leveraging unique partnerships, creating a custom giveaway, curated entertainment and food all inspired by the Black Series aesthetics and values, the Black Series Soho launch successfully engaged VIPeak members by providing an authentic and unique moment to celebrate the launch with fellow members, influencers, and the brand. 

The Partners:

Air.Co Vodka curated cocktail bar, Brooklyn Brewery Beers and Pinch gourmet hand held snacks.

Entertainment:

DJ Kim Anh

The Premium Giveaway:

The North Face “Yosemite” Half Dome Signature Scent