Blend Magazine
Store 60Daysofspace
Issue
Leading Dutch style magazine Blend is all about offering the finest in tomorrow's fashion, arts and music on a bed of original photography and tasty articles. Back in 2005, when the market was under pressure with heavy competition, Blend decided to launch an independently published lifestyle magazine with a unisex approach. A brave undertaking that deserved an equally brave introduction campaign.
Brief
Create a unique entrance strategy for the Dutch market.
Execution
Our idea was to create a three-dimensional magazine, which you could hear, touch, buy, walk in and even take part in. So we came up with the first pop-up store in the Netherlands: ‘60daysofspace’. Blend traveled across the country for more than two years, hitting the big five cities for 60 days each and immediately rushing to the next one once the period was through. 60daysofspace displayed and sold products read about in the magazine and involved local innovators. The project gained positive attention in various national and international newspapers, lifestyle magazines and television.
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