Store Pop Up

In April 2021, The Fold store reopened following the Covid-19 lockdown, transforming into a pop-up boutique featuring carefully curated 'stylist edits.' This shift shone a spotlight on select small brands, many led by female founders, and was inaugurated with an exclusive VIP preview event. I had to develop a 360 campaign encompassing store merchandising, marketing, and social media outreach. It was during this creative process that I introduced the concept of 'Window to The Fold,' making the store's distinctive arches and window frames the centrepiece of the campaign design. With the theme 'Curated Just For You,' the campaign celebrated the collaboration between The Fold and pioneering female-founded companies. Together, we established an artisanal marketplace that embodied the essence of craftsmanship, highlighting the intrinsic beauty of materials and emphasising the elegance of simplicity, utility, and aesthetic harmony. Through this campaign, we not only demonstrated our steadfast support for craftsmanship but also conveyed our profound appreciation for the fusion of simplicity, utility, and beauty, culminating in a truly distinctive and holistic shopping experience.