AS FAR AS we stop at never o'clock
The project purpose was to design and communicate an innovatine concept store, including brand identity, benchmarks, targets, positioning; merchandising plan, study and design of the sales area; marketing plan and business plan; communication campaign and teaser video.
Our idea is based on building an omnichannel platflorm consisting of an online store supported by a physical store in the form of a portable van. It is our vision to make the customer our “favourite artist”. We aim to follow customers across the world with the particular focus on attending popular music festivals. At these festivals we will provide the opportunity for customers to receive an additional experience. The customers can create their own online wardrobe, picking their favourite outfits, brands or accessories, which will be available in the exciting van.
For this project we target the second most important growing consumer segment, that is the millennials and Z generations. Based on these targets, the merchanding was built including brands like Discount Universe, Isolated Heroes, GCDS, Gucci or Funboy.
"As Far As has a strong desire to explore the unknown. We embrace the wanderlust in our veins and roam the desert wastelands in festival styles full of reckless abandon. We dance across the dunes in shimmering metallics worthy of a desert disco and stand out amongst the masses in an eclectic mix of bold prints to take over your heart. "
AS FAR AS ONLINE
The E-commerce site will present an interactive homepage, mainly showing our favourite festival picks and outfits, which will be specifically selected based upon relevant and upcoming festivals. The ease of navigation is particularly important to us, and the homepage displays all the links customers require to explore the site effortlessly, in order to enhance their As Far As online experience.
AS FAR AS EN ROUTE
As Far As En Route is our offline distribution parallel to the online one. A truck in motion provides the basis for these ideas to come to life. The truck is capable of hosting a fashion store. Inside the truck, customers will be greeted by a sales assistant in a small hall where they have the option to sit and relax, or drink some welcome cocktails and generally find some shelter from the sun. The sales assistant will then ask the customer for the purpose of their visit to the truck. Customers will then be directed towards the large touch-screen computer that will display graphic art installations of available products. Depending on their desires, customers will be allowed to browse through products they may want to buy, or will be asked to login and insert their special code giving them access to their wishlist and products they have previously ordered on the e-commerce site.
The communication plan will be developed to increase people’s awareness of our concept store using several touchpoints linked to our target customer: As Far AS The Drivers (influential squad), the Roadtrip (inaguration event), Collaborations and Social Media.