Creating an exciting brand experience in 360 degrees
New York-centric KIERIN NYC is set to take a disruptive approach with its UK expansion.
Having chosen London’s Boxpark Shoreditch to launch their fragrance range in the UK, Kierin NYC is targetting “young urbanites of all ages with a fun filled, digital in-store experience”.
“I love N.Y. and believe in the beauty of each individual. It is people, their diversity and energy, that make New York City what it is,” says Mona Maine de Biran, the co-founder and president of KIERIN NYC. “Ours is a participatory, multi-sensorial approach, which makes it quite innovative for the fragrance industry and sure to appeal to people looking for a new kind of fragrance experience.”
So how do we take an artistic, creative and intrinsically New York brand and give the press and consumers that New York artistic flavour?
Live Event Printing
“I’m from a Visual Merchadising background and, having understood the brand, I knew we needed to give visitors a theatrical, artistic and creative shopping experience” says Hannah Franks, Account Director at noonah.
Noonah and Kierin NYC agreed to give customers purchasing a 50ml fragrance the change to design their very own label on the noonah’s Live Event Printing technology. Each unique label design printed and applied to the customer’s fragrance of choice offering the ultimate artistic personalization.
In a first for the UK fragrance industry, press and influencers attending the launch on Tuesday 9th April, even used noonah’s new Screen Graffiti system allowing them to design without touch – instead using a digital graffiti can directly onto the in store TV’s.
Bespoke bottle designs are then content-streamed, in real-time, along with their social handles onto JC Decaux’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.
noonah and Kierin NYC – the future
Mona, the visionary behind KIERIN NYC and its mission said “As a modern, digitally-driven perfume house, we are always looking for new ways to use technology. Noonah has proven to be an excellent partner with unique developments and a really interesting roadmap of further retail technology.”
Noonah’s Account Director Hannah said “The press loved the opportunity to create their personalised fragrance bottles, queuing up for their chance to get creative and shoppers did the same at the Boxpark launch event. I’m delighted that we have been retained by Kierin NYC to deliver the Harvey Nichols launch later this summer”