Kierin NYC, JCDecaux & Phoenix Beauty team up to launch a disruptive digital campaign in the UK
Kierin NYC the new, niche-fragrance brand took a distruptive approach to their recent UK launch.
The brand launched a pop up at Boxpark, Shoreditch, targeting young, urban people of all ages, with a unique fun filled, digital, in-store experience. The retail space opened on Wednesday 10th April and offered visitors a theatrical, artistic and creative shopping experience. Customers purchasing a 50ml fragrance designed their very own label on the stores digital, interactive graffiti wall. Each unique label design was printed onto each customer’s fragrance of choice, offering the ultimate bespoke experience.
“As a digitally-driven brand, we are always looking for innovative ways to use technology to connect with people and offer a new kind of fragrance experience”
In a first for the UK fragrance industry, press and influencers who attended the launch on Tuesday 9th April had their bespoke bottle designs content-streamed, in real time, along with their social handles onto JCDecaux’s 51 bus shelter Shoreditch sites, enabling their followers to get a first-hand look at the new fragrances in a collaboration with the advertising giant. Studio28, an innovative design group, facilitated the delivery of the artwork to the screen.
“As a digitally-driven brand, we are always looking for innovative ways to use technology to connect with people and offer a new kind of fragrance experience,” says Mona Maine de Biran, KIERIN NYC co-founder and brand visionary.
Launched in 2018, KIERIN NYC is the first and only niche-fragrance brand to express a modern, urban lifestyle celebrating real New York City stories of inspired individuals. A modern and compelling brand, KIERIN NYC invites people to be inspired, not defined or confined by fragrance.
KIERIN NYC challenges conventional rules of fragrance with a collection of bold, gender-all, premium eau de parfums that are cruelty-free, toxin-free, vegan, sustainably sourced, recyclable and accessibly priced. Diversity, equality and inclusion are core to the brand-not just presented as an afterthought. KIERIN NYC’s collection of premium eau du parfums have a high fragrance concentration for a long-lasting scent experience and qualitative dry down.
KIERIN NYC’s first four scents are Nitro Noir, 10am Flirt, Santal Sky and Sunday Brunch. 50ml RRP £65.00 Discovery Set £15.00. Available at ASOS, The Perfume Shop, Harvey Nichols, FeelUnique.
The KIERIN NYC pop up opened Wednesday 10th April l to Sunday 14th April.