Mission:
With the launch of the first TK Maxx online store on the German market, the off-price retailer wants to further expand its multi-channel strategy. But how do you open an online-only store for the TK Maxx shopping community in a media-effective way? Our task: to design, plan and realise an unforgettable opening event with a unique ‘release moment’ for around 300 guests, press and influencers that is one thing above all - ‘instagrammable’.
Solution:
Under the theme ‘The Biggest Opening Ever’, we are transforming the ‘Supercandy Pop-Up Museum’ in Cologne into a pop TK Maxx Wonderland - and designing a rousing live show for the countdown to the go-live. Let's Dance judge Motsi Mabuse leads through the evening. A roller skate crew heats things up with a daring performance and creates an exuberant atmosphere. In the colourful TK Maxx Insta-Wonderland, guests discover themed stations - from the Pink Cadillac and a treasure hunt in the ball pool with Pool Boy to the funfair grab-and-go machine with curated TK Maxx items. Candy bar and candy floss cocktails sweeten the evening - the DJ booth spins the records late into the night and the dance floor shakes!
Success:
An exuberant atmosphere and unique photos and videos that will be remembered and remain online: With this extraordinary opening event, we took the hearts of our guests by storm, flooded the web and moved the TK Maxx community with countless impressions. Among the guests were influencers such as Laura Maria Rypa, Ana Johnson, Paola Maria Koslowski, Yeliz Koc, Julian Claßen and celebrities such as Cathy Hummels, Sarah Engels, Tina Ruland, Evelyn Burdecki and Lola Weippert.
