LONDON, December 17, 2014 /PRNewswire/ --
London based Marketing and Comms agency Saintil Communications provided the concept and creative direction of Sennheiser's holiday pop up store activities in the US. Catering to an audience that is drawn to premium, authentic and anti-mass brand values the stores shall drive brand awareness, generate insights for activities with retail partners and leverage sales.
Saintil Communications developed with spatial designer Helen Sirp an audiovisual design concept for the German headphone manufacturer. The brief asked to increase consumer awareness on the benefits of premium sound and the brand, while focusing the activity around Sennheiser's consumer products (the URBANITE and MOMENTUM headphone series). Located in trendsetting urban neighborhoods of New York's Lower East Side (11 Kenmare Street) and San Francisco's Mission District (2277 Mission Street), the experiential stores act as urban hubs inviting customers to hang out and test the products. The customer experience is enriched with curated playlists and magazines, as well as complimentary drinks from IZZE and Runa.
The concept stores feature a melange of sonic and visual elements, interluding between abstracted forms of cityscapes and visual sound waves. Grey acoustic panels cover the walls and create a sonic 'cocoon' - a temporary 'escape' from the Christmas shopping hustle. Each store also features a DJ booth and gaming area. Another highlight is the interactive window installation by Nanika which visualizes the ambient sounds of the city.
To drive traffic to the stores Saintil Communications is also hosting a series of events with Vogue's 'One to Watch' 2014 Marques Toliver, New York's hottest DJs the Martinez Brothers and creative collective Earnest Endeavours. Admission is by invitation only, with limited tickets provided by Sennheiser on social media.
"The primary mission of these pop up stores is to offer urban consumers a deeper appreciation of premium sound, while encouraging them to foster a closer relationship with Sennheiser." explains Stefanie Reichert, Director Strategic Marketing Sennheiser.
Saintil Communications founder and Creative Director Jean-Robert Saintil adds: "Today consumers have rising demands about the quality and brand of their headphones. Sennheiser ticks the first box as the manufacturer is one of the leading audio specialists and innovators globally. That's why we focused on moving the brand from the professional and tech environment to the lifestyle space, inviting customers to experience the brand within a sublime but humble audiovisual concept."
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SOURCE Saintil Communications