To generate buzz and promote one of their bestsellers, Marc Jacobs went big with an XXL version of their tote bag. The oversized bag, aptly named “THE TOTE BAG,” made a grand appearance on the streets of Manhattan a few days ago. Nestled between buildings, the massive version of the popular accessory caught the attention of onlookers, initially resembling an augmented reality brand content operation. However, the giant tote bag was a very real representation, created with the help of California-based creative studio PLAYLAB, Inc.
The inflatable structure, featuring a lavender hue and pristine lettering, was showcased on Ludlow Street for two days. Located just blocks away from Marc Jacobs’ headquarters, the eye-catching installation became a focal point for both locals and tourists. To further enhance the project, New York artist Shawn Crawford was commissioned to personalize the oversized bag.
Apart from its physical impact, this activation also leveraged the power of social media to increase the brand’s visibility. The series of Instagram photos announcing the event garnered over 50,000 likes, surpassing the average engagement for other brand posts. This successful integration of real-life gigantism and online impact showcases the effectiveness of such activations in capturing audience attention and generating social media buzz.
This trend of creating larger-than-life versions of popular accessories has been embraced by luxury fashion brands in recent years. Burberry, for example, utilized sustainable materials to create giant versions of their Olympia model that were displayed in various cities worldwide. Similarly, Simon Porte Jacquemus integrated a massive Bambino bag into his scenography at Galeries Lafayette Paris Haussmann, followed by releasing videos featuring immense bags in iconic locations. These initiatives were entirely digital, further highlighting the power of oversized activations in attracting attention.
In conclusion, Marc Jacobs’ oversized tote bag activation not only successfully promoted their bestselling accessory but also generated significant engagement on social media. Exploiting the increasing significance of digital platforms in the fashion industry, larger-than-life activations like this have emerged as powerful tools for brand awareness in a crowded market. As fashion brands continue to experiment with innovative ways to captivate their audience, we can anticipate more impressive and attention-grabbing activations in the future.
To learn more about the Marc Jacobs tote bag activation, visit the Marc Jacobs website: https://www.marcjacobs.com/
For inspiration on creative brand activations, check out this article from Fashion United: https://fashionunited.com/news/business/activation-trend-how-brands-are-spicing-up-retail/2021031622481
