As a luxury, previous-season online retailer, the international fashion weeks can pose a challenge as the rest of the industry looks to future trends. By focusing on personal style at #LightUpTheRoom, THE OUTNET ensured a voice and physical presence for industry insiders, customers and the public alike during fashion month. The activation aimed to provide a standout moment amongst a sea of activations and launches, inspiring new customers to shop on THE OUTNET while continuing to excite our existing followers and customer base.
Light is often used as a medium of conveying life, and color a medium for expression. Utilizing both in conjunction with style, THE OUTNET developed #LightUpTheRoom – a celebration of self-expression that spoke to the brand's DNA. This playful concept brought participants’ personal style to life (literally!) and allowed the brand to engage with guests with an inclusive and digital experience during London Fashion Week. Located opposite Brewer Street Car Park in the heart of Soho, #LightUpTheRoom was an interactive space complete with a bespoke LED screen that reacted to participants' outfits. With a total 21,952 color combinations, each participant lit up the room with a color explosion tailored to their look, creating short video clips that were sharable via Instagram and lived on a campaign microsite created specifically for the activation.
The numbers speak for themselves:
Reflecting THE OUTNET’s international footprint and perspective, the campaign made its mark across the globe, engaging a top five that includes United Kingdom, United States of America, Germany, France and Russia.
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