—Case Study

Herschel Gastown


Herschel engaged our team to build a strategy to support the opening of its first-ever dedicated storefront. The store was designed by Omer Arbel, Creative Director of Bocci, who is known for his stunning architecture and industrial design projects. The 5,000 square foot space was built to reflect what Herschel cares about as a brand: exploration, innovation and storytelling. Design features included a family of figurative sculptures commissioned from artists across the Lower Mainland that interpret the human form in a range of materials. As an internationally recognized brand, it was critical our approach aligned with Herschel’s global expansion strategy, brand messaging and positioning, throughout our engagement.

Media Hits
Opening Day Lineup


Beyond drawing press and key brand loyalists into the space, our priority was to communicate the brand’s design philosophy to press as it relates to enhancing the consumer experience. Beyond a celebration, we were engaged to create a milestone event that punctuated the brand’s growth and was a direct reflection of the lifestyle Herschel so aptly exudes. Our efforts garnered 30+ media pieces that ranged from business stories and product features to profile pieces on the founders’ vision. From the coverage and engagement online, the public grand opening saw 500+ consumers lined up in anticipation for the doors to open.