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Off-White release Paris City Guide to celebration Virgil Abloh for AW22

To continue the celebration of the life of Virgil Abloh, Off-White has released a Paris City Guide, exclusively available in app. The launch of the app, as part of the brand’s AW22 launch, showcases Virgil’s favourite boutiques and cafés across Paris and celebrates Abloh’s constant questioning of the status quo. The AW22 launch was streamed in over 70 Parisian storefronts and featured a fashion show and interviews with featured storeowners sharing their stories about how they met Abloh.

Zalando Implications

This is an interesting campaign with multiple touchpoints to build salience. There is an incentive to download the brand’s app with the city guide, coupled with experiential aspects of the campaign with features and events happening in various stores across Paris. The brand also utilises technology to produce an interactive map of Paris featuring Abloh’s favourite stores and other stores involved in the campaign.

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