Update: Filativa Pop Up Store

Everybody is an artist, somehow – at least in New York. This might be one of the reasons the marketing concept of Filativa worked. Another one is: the concept was just good. One month before its official launch, the new sportswear brand opened a pop up Store on Lafayette Street in Downtown Manhattan. Visitors could hang out, drink espresso, and, most important of all, design their own Filativa t-shirt.

The idea was simple: New Yorkers were invited to design their own t-shirt free of charge. The Filativa-logo on the bottom right hand corner made sure that nobody forgot about the brand. This way the new sportswear brand got free marketing. Who would not wear a t-shirt made by one’s self?

People could either draw on an easel or hit the computer. Then a digital image was taken and the design was heat pressed onto a Filativa t-shirt. The whole month the store was crowded, mostly with 18 to 20 year olds. And there was always a long line.

After the pop up store/art studio closed in mid May, the Filativa brand was finally available in stores. Probably not all the pop up store visitors who created their own t-shirt will buy the new brand, but at least all of them – and all their friends - will recognize Filativa now.

Filativa

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