2012 Winners & Shortlists

Brief Explanation

Instead of a traditional ad campaign, we saw an opportunity in developing a long-term creative business solution that would reconnect with them, but also build a substantially expanded client-base. We created ‘6:05® at depechemode’, a space with experience and engagement at the heart of its concept. A multi-offering experiential space that comes to life every day at 6:05 sharp, to celebrate fashion, music and art through daily events. A space that becomes a meeting point for happy hours.

The Brief

DEPECHEMODE - a high-end fashion boutique – was successfully expanding, but was losing touch with its loyal clientele. A solution was needed to reconnect with them.

How the final design was conceived

From naming to branding, product ideations, the space’s experiential elements, curator collaborations and step-by-step implementation, we brought 6:05® to life. With engineering and tech-experts, we built: Psychiatric-cells as fitting-rooms; Re-questioned signage; The Cuckoo’s Nest, a mechanical computerized window installation that goes ‘cuckoo’ announcing the beginning of the Happy Hours, while also serving as an engaging communication tool through magnetic ever-changing messages; We invented the “INSTABAG Station’, the first prototype of an innovative packaging-machine that transforms any material into bags on-the-spot, dramatically lowering production costs and carbon footprint; We transformed the space into a creative hub fueled by eclectic cultural interventions.

Indication of how successful the outcome was in the market

6:05® at depechemode became the hottest and most talked about spot in Beirut since its launch, in terms of innovative concept, engaging in-store element designs and experiential happenings, with sales exceeding client expectations by over 23%. Not only did we retain the loyals, but through curated fashion, music and art events that attracted enthusiastic crowds, we even expanded the database by 35% in just over a month.