The brief was to develop a communications idea to launch the flagship store of the London-based shoe brand, TN_29. Due to the budget, the retail space was used as the main media channel, thus making the shop a destination in itself and building the brand by word of mouth. ‘Welcome To My Head' was designed to give the impression that stepping into the shop was akin to stepping into the head of the designer, Tracey Neuls, thus giving visitors an insight into her world so that they would develop a connection with the brand that went beyond liking the shoes on a purely aesthetic level.
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