In today’s fast-paced world, capturing attention and sparking engagement is no small feat. But Karen Millen has done just that, unveiling an innovative campaign on Bermondsey Street that’s already turning heads and creating social buzz.
At the heart of the campaign is a stunning special build, celebrating Karen Millen’s latest catalogue and dazzling party season collection. This isn’t just any outdoor display – it’s a chance to step up and ‘wear the dress’. A show-stopping party dress, framed in front of a mirror, invites passers-by to imagine themselves at the season’s best soirées. The interactive element turns onlookers into participants, blending fashion and fantasy in a uniquely immersive way.
A new client win for Edison Media, this campaign exemplifies breaking through the noise with creativity and impact. Designed to inspire UGC and extend its reach across digital platforms, the installation serves as both an experience and a social media moment.
While initial plans considered multiple locations, the team strategically focused on Bermondsey Street, a vibrant hub of creativity and culture. This exclusive activation is perfectly placed to resonate with Karen Millen’s audience, turning a single site into a magnet for engagement and attention.
And it doesn’t stop there – Karen Millen is offering participants the chance to win a wardrobe, ensuring the campaign leaves a lasting impression as the party season begins.
Through bold creativity and interactive storytelling, this campaign proves that sometimes, less truly is more. It’s not just about seeing the dress – it’s about living it.
Stop by Bermondsey Street to experience it for yourself, and don’t forget to tag your photos!
