Project Description

Columbia

The brief

2020 was the year that Columbia and retailer END. collaborated for the first time and they entrusted IPOS to launch the partnership in style. The 17-piece collection included outerwear, jersey and accessories which all needed a home within the main landing zone and window displays in the Soho store, London.

The aim for Columbia was to amplify collaboration awareness, to elevate outdoor product to the END. consumer and to create consumer moments that showcased the technical capabilities of Columbia product.

SKILLS SET

Creative design
Project management
3D visualisation
Artwork
Production
Installation

RETAILER

END.

LOCATION

Soho, London, U.K.

The process

As IPOS jumped into the project we found a need to communicate the craftsmanship and functionality of the products. The collection could speak for itself and the job of the retail execution was to tell the story surrounding the range.

A photo shoot and press video had previously been created to assist with the launch so IPOS continued to use the Autumnal colour palette and the outdoor setting as the springboard for concept generation.

The idea of recreating a scene set in the wilderness was decided upon and through the use of 3D visualisation both Columbia and END. were able to get an idea of the final execution before committing to its production.

The outcome

Combined with the online and social platforms, the collection sell through rate hit an astonishing 96.8%. The final installation managed to transport shoppers from the city streets of London to the great outdoors.

The multiple window displays proudly exhibited the campaign shots that we draped in ivy and surrounded by artificial moss and rock forms. This look, unusual for the END. brand, drew passersby off the street and into the landing zone where browsers could see the product beautifully styled on the mannequins and clearly merchandised on accessible rails.

The execution remained in the store for 1 week and left the Columbia brand with the statement below:

“I have been working with IPOS for the last 15 years and so when the opportunity came up for Columbia to colab with END. there was only one agency I would trust to deliver the in-store experience.

IPOS’s team of creatives came up with a concept that combined elements sympathetic both to the apparel and the urban/rural environment themes. It worked perfectly meaning that the products were sold through in a matter of days.”

ET | Regional Marketing Manager, Columbia

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