12 Piccadilly Arcade – Fashion and sustainability concept shop
Client: Westminster City Council
Category: Public Relations
Westminster City Council commissioned Sister London to promote their fashion and sustainability concept shop at 12 Piccadilly Arcade.
The council had selected 12 designers for the revolving pop-up space, and we created an overarching public relations campaign to drive awareness and footfall to the shop.
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What We Did:
The Sister London PR team met with each retailer one week before they moved into 12 Piccadilly Arcade to align the PR strategy for each pop-up with; the designer’s objectives for the month, workshops and events planned and target press titles. Designers such as Clio Peppiatt, Supernaturae, and Hood London saw the pop-up as an opportunity to launch brand-new lines and increase sales.
On-going press and influencer visits have increased each brand’s awareness and resulted in media coverage.
Results:
Sister London delivered target media coverage and influencer outreach throughout the project, generating 42 editorials with a combined reach of 7.6 million. Press coverage highlights include Vogue Business, Sheerluxe, Fashion United, London On The Inside, The Industry Fashion and Fashion Network.
