When an iconic luxury brand like Wolford marks a major milestone, the world’s most stylish streets become the stage. In celebration of the brand’s 75th anniversary and its renewed creative vision, our team executed an expansive out of home rollout across the key fashion, high-net-worth individual (HNWI) and luxury districts of New York City, Paris, Milan, and Vienna.

Strategic Targeting: Where Fashion Meets Influence

For a brand deeply rooted in luxury and sophistication, placement matters. Our campaign focused on core urban areas where style, culture and premium commerce intersect:

• New York City: Fashion Avenue and chic neighbourhoods attracting both global tastemakers and affluent audiences.
• Paris: Haute couture hubs where fashion heritage is front and centre.
• Milan: The beating heart of Italian style and design.
• Vienna: Elegant boulevards with discerning luxury shoppers and cultural influence.

These metropolitan districts set the perfect backdrop for Wolford’s narrative of timeless elegance and modern reinvention.

Formats That Drive Brand Awareness

To reach audiences at multiple touch points throughout their urban experience, we deployed a dynamic mix of out-of-home formats including:

Digital Bus Shelters
Ground level digital panels in high footfall zones brought Wolford’s visuals to life, capturing attention with clarity.

Static Bus Shelters
Premium street level placements reinforced brand presence throughout prime commuter routes.

MUPIs
Strategically positioned in high footfall locations, these units offered repeat exposure throughout the day – perfect for reinforcing brand recall within luxury locations.

A Celebration Rooted in Heritage and Reinvention

As Wolford steps into its 75th year, the brand’s anniversary campaign does more than spotlight iconic wardrobe pieces – it marks a turning point in creative direction and business strategy. The special installation of the anniversary bodysuit and the broader marketing narrative reflect a renewed emphasis on design heritage, quality craftsmanship and forward thinking relevance in the luxury landscape.

This out-of-home rollout, aligned with Wolford’s strategic brand momentum, brought that ethos to life in the world’s most influential fashion capitals, speaking directly to audiences who value both sophistication and substance.

Big Impressions, Bigger Context

· 18M+ total campaign impressions across four global hubs
· Targeted exposure within fashion, luxury and HNWI districts
· Rich blend of digital and static out-of-home formats
· Amplified Wolford’s anniversary narrative and premium positioning

By placing Wolford at the heart of these distinguished urban landscapes, the campaign didn’t just advertise a product. It put a legacy centre stage.

Planning something similar for your brand? Explore our outdoor advertising services or get in touch with the team.

Bus Shelters Digital Mupis Roadside

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The post A Global Fashion Statement: Wolford in NYC, Paris, Milan & Vienna appeared first on Pack London.

In September 2024, we partnered with Stella McCartney to deliver a bold, high-visibility Out-of-Home campaign across London, Paris, and New York City – three global fashion capitals and key markets for luxury consumers. The strategy centred around positioning the brand in front of high-net-worth individuals (HNWIs) through premium placements in high-fashion districts, ensuring the creative work landed with maximum cultural and commercial impact.

A Provocative Creative Statement

Stella McCartney’s message – “It’s about fucking time” – served as the campaign’s driving force. Provocative, unapologetic, and instantly attention-grabbing, the headline sparked widespread conversation and generated press coverage across fashion and culture publications. The combination of bold messaging and strategic media placement allowed the campaign to resonate far beyond its physical footprint.

City-by-City Breakdown

London

To reach affluent shoppers, commuters, and trend-shapers, we deployed a curated mix of:

• Digital 6-Sheet Bus Shelters in luxury retail and fashion districts
• Large-scale window vinyls offering immersive, street-level brand presence

These formats allowed the creative to shine in high footfall areas, capturing both local and international audiences.

Paris

Positioned in the heart of the European fashion world, the Paris activation included:

• Traditional 6-Sheets in prestige neighbourhoods
• Mirrored installations that created a dynamic visual experience and encouraged social engagement
• A standout wallscape at Galeries Lafayette – Boulevard Haussmann, giving the brand unmissable visibility in one of the world’s busiest luxury shopping zones

This combination delivered a layered, high-impact presence across the city’s most influential retail corridors.

New York City

To connect with style-driven New Yorkers and visiting fashion crowds, we secured:

• Digital bus shelters in Manhattan’s premium districts
• Large-format wallscapes strategically positioned to dominate key intersections

These formats maximised dwell time and ensured the creative message was impossible to ignore.

A Global Statement With Measurable Influence

The Stella McCartney campaign stood out not only for its media impact but also for its cultural one. The bold copy, paired with iconic placements across three fashion capitals, reinforced the brand’s commitment to innovation, disruption, and sustainability-led luxury.

This high-impact, multi-city rollout demonstrates how strategic OOH can amplify a provocative message and turn it into a global conversation. That is precisely what Stella McCartney achieved in September 2024.

Planning something similar for your brand? Explore our outdoor advertising services or get in touch with the team.

London NYC Paris Roadside Stella McCartney Stencils Wallscape

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The post Stella McCartney Sets the Tone: A Paris, London and NYC Luxury Impact Campaign appeared first on Pack London.

Pack London executed a striking Out-of-Home (OOH) campaign that spanned six global cities to launch the Autumn/Winter 2024 collection for Martine Rose, blending digital innovation with cultural touchpoints to showcase the brand to a worldwide audience.

London: Immersive & Targeted Advertising

London was at the heart of this campaign, with a multi-layered approach that ensured high-frequency exposure across the city:

• London Underground DEPs & Digital 6-Sheets: Capturing the attention of commuters with dynamic digital displays on high-footfall routes.
• Recording Studios Screens: Aligning with Martine Rose’s strong connection to the music scene, displaying content directly to creatives and culture-makers.
• Electronics Store Window Installations: We designed bespoke installations across several electronics stores with multiple synced screens to showcase Martine Rose’s bold visuals.
• Digital Trucks: Bringing the campaign on the move, showcasing the collection through high-impact digital displays on the streets of central London.
• Exclusive Cinema Screening: Hosted at a vintage cinema store, providing an intimate setting for an invited audience, blending fashion, film, and brand storytelling.

Expanding the Campaign Across the Globe

The campaign didn’t stop in London. It created a splash in key global markets, each with a tailored approach:

• Los Angeles: A striking digital billboard showcased the collection in prime locations, leveraging the city’s high-impact advertising spaces.
• New York City:
  • Digital Trucks and 55″ roadside digital screens offered mobile and static visibility.
  • Electronics Store Installation delivered a compelling window display in central Manhattan.
  • Digital Subway Liveboards brought the brand’s visuals directly to subway commuters, combining artistic creative with daily travel routines.
• Paris:
  • A synchronised digital 6-sheet metro network domination showcased the Martine Rose collection in a bold and unified creative execution, ensuring consistency and impact across the Parisian metro system.
• Shanghai:
  • The campaign reached millions of commuters with a trackside LED network spanning 40 stations and a Station DP Network across 18 key transport hubs. The extensive digital rollout offered a comprehensive brand presence in one of Asia’s busiest cities.
• Tokyo:
  • Digital platform screens at Ginza Station provided a premium advertising space, combining high-quality visuals with high-frequency footfall, reaching a diverse urban audience.

Delivering a Bold, Global Impact

The Martine Rose AW24 campaign harnessed the power of digital media, delivering a unified brand message while allowing for localised impact. The integration of digital spectaculars, dynamic content, and cultural placements enabled the brand to create a buzz across continents, aligning perfectly with the collection’s bold aesthetic and global appeal.

Bring Your Brand to Life with Pack London

If you’re ready to launch a global OOH campaign that reaches millions with dynamic, high-impact media, contact Pack London today!

Thinking about your next campaign? See our full range of outdoor advertising services or contact us to talk it through.

Digital Spectacular Installation Metro Subway

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The post Martine Rose AW24 Collection: A Global OOH Campaign Across Six Cities appeared first on Pack London.

Objective

Theory, the contemporary fashion brand, aimed to connect with fashion-forward audiences and trendsetters in London and Paris by delivering their brand lookbook directly to highly targeted neighbourhoods. The goal was to drive brand engagement and promote their latest collections among key consumers in the fashion, arts, luxury, and retail sectors.

Our Approach

Strategic Area Selection

We identified prime central districts in both cities, focusing on high-end residential areas, creative hubs, and luxury retail zones to ensure Theory’s magazine reached an influential and style-conscious audience.

London Targeted Areas:

• Mayfair & Soho: Key fashion and luxury retail districts.
• Shoreditch & Hackney: Creative and artistic communities.
• Notting Hill & Chelsea: Affluent areas with strong fashion influence.

Paris Targeted Areas:

• Le Marais & Saint-Germain-des-Prés: Centres of art and culture.
• Champs-Élysées & Opéra: Luxury retail and high-traffic zones.
• Montmartre: Artistic quarter with a unique cultural appeal.

Precise Delivery Execution

We utilised our experienced distribution teams to conduct a door-to-door drop of Theory’s magazine, ensuring complete coverage of the targeted postcodes. Our team engaged with concierge services and accessed secured residential buildings, achieving a deep market penetration.

Tracking & Reporting

To provide full transparency and accountability, we delivered:

• GPS Tracking Reports: Documenting the exact locations of the drops.
• Photo Evidence: Showcasing the magazines at the point of delivery.

These reports ensured total visibility of the campaign’s execution and helped Theory measure the success of the distribution strategy.

Results

• Extensive Reach: Thousands of magazines delivered directly to high-value locations in London and Paris.
• Targeted Engagement: Theory’s message reached core fashion and luxury audiences, enhancing brand affinity.
• Valuable Insights: Tracking reports provided Theory with data-driven insights into the geographical impact of their campaign.

Conclusion

Our door-to-door magazine distribution for Theory was a highly effective way to place their brand in the hands of discerning consumers in two of Europe’s fashion capitals. The combination of precise targeting, comprehensive coverage, and transparent reporting enabled Theory to amplify their brand presence and connect with influential audiences in the fashion, arts, and luxury sectors.

Want to Create a Targeted Distribution Campaign?

Contact Pack London today to discuss how we can help you strategically reach your ideal audience and deliver powerful results!

Want your brand out on the streets? Browse our outdoor advertising services or get in touch.

Door to Door Leaflet Distribution London Paris

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The post Delivering Style: Theory’s Door-to-Door Magazine Drops in London & Paris appeared first on Pack London.