HARVEY NICHOLS
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BEAMS.

Bringing Excitement and Activation to the Traditional Department Store Module

RETAIL.

While heading up the Mens Buying Team at Harvey Nichols, we worked on multiple in store activations in their dedicated pop up space. One pop up was Tokyojin, a curation by BEAMS for Harvey Nichols.

The brief was to create an insight into the life of the modern Tokyo man, partnering with BEAMS. This pop-up was their first physical retail venture in the UK. The pop up required a build out that was reflective of TokyoJin (“Tokyo People”) alongside of Harvey Nichols targets in terms of product assortment and messaging.

The project was an exercise in Fashion, Culture, and Urban Identity, The edit of Japanese apparel, accessories and homeware were highly representative of the diversity and heritage associated with the people of Tokyo.

About 10,000 people visited the pop-up during its 6-week run. Following the success of the pop up, BEAMS went on to open numerous points of distribution within the UK Retail landscape.