Rebooting retail with 6th Street's phygital store

About Project

Live Project
6th Street
December 2022
  • Silver Award Winner - Best Retail Campaign - MEPRA Awards 2022 tasked BPG with the launch of its first phygital store in the region. We executed the launch against a tight timeline, while strengthening the brand and nudging shopper behaviour towards this new phygital store format. Along the way, BPG communicated the brand’s higher purpose as a homegrown, value-creating, sector-disrupting growth engine, with an inspiring vision fuelled by imagination and creativity.

The challenge

While is a highly successful e-commerce business, there were doubts around how’s e-commerce funnel – a huge inventory of global fashion brands, data-powered Cx and swift transactions – could make a successful transition to a mall location. However, BPG’s media audit revealed a tremendous appetite for stories leveraging the UAE’s leadership in future technologies, the application of AI and VR in everyday life, and much more than a typical fashion store launch.  

Not just another fashion store launch

BPG leveraged these insights to shape a new narrative. The result was a global buzz amounting to USD $8.1 million worth of coverage in regional and international media, and millions of impressions – around a fashion store that has no physical clothes on display. BPG’s high-impact game-changing strategy elevated the narrative from “another day, another fashion store launch”, to a story of higher purpose, aligned with the UAE’s thrust towards a digitally powered, innovative and future-ready economy.