CREATIVE & STRATEGY DIRECTION BY MARIO CASTELLANOS
Opening the first SUPRA STORE in Latin America involved a lot of demands and requirements to achieve success. We started with the geographic location in Mexico City since the store could not be located in any random area. In order to determine the best possible location, a study was carried out of which area had the greatest potential for growth. Once identified, we began to do an exhaustive search by walking down the street in search of the best spot.
Finally, we found the perfect location on one of the most important avenues in the city—an area in growth trend and a period building that belongs to the times of the Mexican revolution. The strategy for the opening of the store included a series of activations over the course of 10 weeks.
We began by establishing a dialogue with the skater Chad Muska, a legend in the history of skating. We proposed that he designed a skateboarding sculpture that could be created in Mexico so that on his arrival, we would take it to different locations in the city to invite other skaters to be part of the experience of skating with him. Once finished the activation, it was painted and taken to the store to be part of the opening event.
After the opening night, we had an after-party in one of the most emblematic buildings in Mexico. We took our guests in limousines.
Finally, on the day of the general public opening was held an autograph signing gathered hundreds of people who formed a line of more than a mile long.
We deployed a strong content strategy during the campaign.
A couple of videos of different media attending the event.