RADEN LAUNCHES WITH AN IMMERSIVE RETAIL EXPERIENCE IN SOHO
SEASON: SPRING 2016
To infiltrate the industry with a bang, Raden opened a physical retail location alongside their official product, e-commerce, and app launch.
Goal: To help jumpstart their entrance into the travel retail industry, Raden opened up shop in Soho to give customers the opportunity to experience the product and app in person and to learn about their key demographic.
Lionesque: The Lionesque Group was brought on board to consult and guide Raden through temporary retail execution and operations, as well as to serve as the NYC team for managing the production of the space, designed by Noah Sherburn, architect and designer of stage sets for artists such as Kanye West, Jay Z, and Future.
Results: The monumental launch of the Raden brand drew in tremendous buzz and intrigue for both the retail location and the product itself. Passers-by were draw-in by the picturesque coliseum constructed with 365 Raden suitcases and a back drop of gradients changing from sunrise to sunset and the interactive experience of the store including: app demos from the staff, the charge bar where guests could charge their phones using the Raden suitcase USB ports, and the many beautiful photo opps. The story of the Raden retail experience has continued to garner praise, including articles in the New York Times, Vogue, Cool Hunting, PSFK, and Forbes.