Curating the Consumer Experience
For brand: Paul Smith
Feb 2025
The campaign inspired by Sir Paul Smith’s passion, this public cycling campaign in London blends brand culture with urban lifestyle. Starting and ending at the Coal Drops Yard store, the route shuttles through iconic landmarks and Paul Smith boutiques. Featuring vibrant Signature Stripes, the event offers city rest stops where both cyclists and passers-by can collect unique souvenirs.
By positioning cycling as an accessible, eco-friendly lifestyle, the pop-up fosters community engagement, rewards sustainable habits, and deepens public connection to the brand beyond traditional fashion.