LAUNCHING A WORLD FIRST
Store Launch
In the opening weeks of our remit with Van Rysel we we set about generating a high turnout press event for the launch of their world's first 'shop-in-shop'
With a number of bespoke fixtures and fittings as well as luxurious consumer touch-points we leveraged these USP's to tell the unique story of the store and how it came to life as a reflection of the brands deep rooots in the heartland of road cycling.
From commissioning a short form film piece that captured the build through to launch night, to hand made musette's and screen prints on launch night a guest list of over 150 press and local cycling community were treated to an informative product showcase enjoyed with Flandrian inspired canapaes and small plates and a one-off batch brew of Van Rysel beer.
Pulling together an event of this scale on a limited timeframe was one of the more challenging aspects of the opening weeks of our partnership, but by relishing this pressure and working closely with the team on the ground in London we were able to quickly and effectively gain the trust of the wider European team to execute on an event to a scale that had never been attempted before.
The chapeau's came thick and fast with each new element we proposed to delight, inspire and engage the attendees, not just for the evening but for the longer term as we look to build the market recognition and value of the brand.
We opted for a number of premium elements to match the upscale nature of the new store and to further emphasise the separation of brand identities between Van Rysel and it's parent brand (and store) Decathlon.
Fusion secured attendees from key specialist publications including GCN, Cycling Weekly, BikeRadar and Road.cc. Mainstream journalists from The Times and Hypebeast also attended the launch, as well as trade and retail media. Fusion arranged interview time with spokespeople from Van Rysel and journalists, to ensure rich coverage of the store launch.
Fusion also invited a range of content creators, cycling industry folk and community leaders, which resulted in additional social coverage of the launch event.
25
Pieces of coverage
56k
Social Reach
41.7m
Print & Online Reach