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JCPenney isn’t the first place you think to go for your holiday shopping. So we transformed it into a modern destination for gifts and fun. A careful experiential combination of pop-up store, a 360-degree, online virtual experience, and select influencers and social icons created a crafted, curated and cutting edge holiday experience. All built around the same products you’d find in store, and with a nostalgic name that put the bow on the boutique experience - Jacques Penné.
Jacques Penne - the classic term for the now-not-so-classy retailer and the perfect way to reposition JCP as an elevated holiday destination. And to bring the pop-up store to life, we designed the experience through a high-end mixed-media POV, blending aesthetic style with the everyday.
In-store, Jacques Penne became a beautiful combination of approachable and elevated. Custom displays, fixtures and tech installations transformed what was once a run-down skate shop into a premiere destination for holiday shopping.
For everyone who couldn’t be in NYC for the holiday, we brought Jacques Penne online via an immersive 360 camera photo shoot, capturing the store in panoramic and stringing them together to recreate the experience in a fully functional, explorable 3D environment. Users could walk the store in realtime, see and select items in store, and share and purchase just like they were there.
To add to the buzz, we leveraged a few of JCP’s fashion line contributors - Nicole Richie and Michael Strahan. Through strategic earned media efforts and social influencer engagements, the word not only got out, but lit up the holiday scene.