Hello, Hong Kong! J.Crew Launches in Asia
J.Crew wanted to make a splash when it launched in Asia, but shoppers there didn't know much about the brand. We changed all that, with an installation of 250,000 bespoke mah-jong tiles, and a series of surprise-and-delight events bringing the best of J.Crew's Big-Apple heritage to the people of Hong Kong. Custom-branded food trucks delivered free popsicles, bouquets, and exclusive discounts, building excitement and anticipation. Press dinners and influencer events around the city helped keep everything top-of-mind, for the brand's most-successful launch to date.