Pepe Jeans in Vienna: denim meets personality

Keyfacts

Eye-catching central set-up on the Arena Plaza
Individual design of denim items in the Custom Studio
Successful campaign extension generating bricks-and-mortar traffic

What makes a pair of jeans your jeans? Maybe it’s the moment they’re designed. That’s exactly what Pepe Jeans London recently made possible at a special promotion at Vienna’s Westfield Donau Zentrum where the brand transformed the Arena Plaza into a vibrant denim experience showing how timeless design, creativity and individuality can merge to perfection.

On-the-spot customisation experience

The high-quality, open-plan stand immediately attracted the attention and curiosity of visitors to the venue. The Custom Studio, where denim items and accessories could be customised with a freely selectable emblem, was a particular focal point. The precise engraving, conducted live and in open view, made each item truly unique, and Pepe Jeans even had the right tools to hand for riveting and creating that designer-torn look.

The customisation options for individual pieces in the Custom Studio were very well received by many visitors.

Those who chose a design were able to watch live how a denim piece was turned into a highly personalised statement.

Anyone visiting Westfield Donau Zentrum during the promo couldn't fail to notice the centrally positioned Pepe Jeans stand.

There were virtually no limits to the design possibilities, and the team operating the lasers had their hands full throughout the entire event.

Anyone needing to wait a little while for their own piece to be customised was welcome to make themselves comfortable on a couch with stylish denim cushions.

Visitors were able to discover the latest key pieces in the male and female autumn collections and were able to experience the signature London lifestyle of the iconic Portobello Road right there at the venue. The brand presented itself as approachable and cosmopolitan, providing an experience that went far beyond conventional shopping.

Continuation of opening campaign

This met with a great response, particularly due to the combination of high-quality brand staging, interactivity and the tangible value-add of customisation. As a continuation of the opening campaign, which was launched back in October with a non-digital media campaign at Westfield Donau Zentrum, the experience stimulated noticeable bricks-and-mortar traffic, with many guests using the direct route to the newly opened store to add to their specific favourites or discover other styles.

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Cases

On-the-spot customisation experience

Continuation of opening campaign