OLD NAVY
GREENHOUSE CHARM
To celebrate spring and Old Navy’s freshly launched “Hi, Fashion” campaign, we created a playfully unconventional experience that captured the signature Old Navy wink. With the campaign-inspired idea of “Hi, Rollers” as our centerpiece, we transformed West Edge into a skate park and springtime playground to showcase the new Greenhouse Charm collection.
We created a skate park to showcase Old Navy’s Greenhouse Charm collection, inspired by the latest “Hi, Fashion” ad campaign. The area included two quarter pipes filled with colorful flowers as well as unexpected floral arrangements housed in backpacks and skate helmets. The dresses were displayed on mannequin bust forms atop bright skate-inspired ramps and on white garment racks complete with hanging ivy. We immersed guests with skate-focused activities including a clinic taught by Mimi Knoop, one of the pro skaters from the video spot, along with two other professional skateboarders. Broadcasted on a projection screen next to the skate demo area, the new “Hi, Fashion” spots played for guests while they showcased their new moves.
We invited guests to get crafty with skateboard decks, printed with Old Navy’s Greenhouse Charm collection patterns. With the help of our skate fabrication experts at two work tables, guests transformed these decks into trays, hook racks, and wall art. Attendees were encouraged to snap a photo using the #sayhi event hashtag displaying their new art. The wheel wall installation acted as an interactive photo moment for guests to enjoy upon activity completion. At our “Hi, Beautiful” station, guests were treated to custom faux flower crowns made by the Crowns by Christy expert team. Our colorful "Hi, Tea" café featured an eye-catching backdrop filled with rows of vintage tea cups, and a mouth-watering display of treats. Guests left our event with a custom printed Old Navy tote bag filled with their skateboard deck creation, Old Navy gifted product, and a vanilla vegan cupcake with purple edible flower from Sweets by CHLOE.
Agency: MKG
