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Loro Piana - Rare Walk

To promote The Rare Walk, Loro Piana's footwear collection and pop-up shop in New York's Meatpacking District, we partnered with the David Parsons Dance Company and created a dance-focused integrated campaign.

Service

Video Campaign, Social, Digital, Website, Theater Performance

Client

Loro Piana

Press

The Cut, WWD, Esquire, Robb Report

CHALLENGE

Loro Piana is mainly known for their luxurious fabrics, especially their wool products, which are recognized to be the finest in the world. To launch their signature Rare Walk show division, they needed to make a global impact and stay consistent with the look and feel of the brand. 

SOLUTION

Centered around a custom choreography developed by world-renowned David Parsons, the campaign included a social media launch, a store opening event, and a week-long stage performance at the Joyce Theater, blending branded content with cultural resonance. It showcased the comfort and versatility of the Rare Walk shoes and the brand's classy yet lively spirit. 

Loro Piana - Project
Loro Piana - Gift
Loro Piana - Project
Rare_Walk_Flip-1024x576.jpeg
Loro Piana - Project

Spontaneous moments make
the best content

With nearly 50,000 views, and a spontaneous rehearsal moment outside the store in the Meatpacking District it turned out to be one of the most watched organic videos for the brand.

Store Opening
Live Performance

Parsons Dance performed a custom choreography for the opening of the

Loro Piana Store in Meatpacking District, New York.

Loro Piana - Project
Loro Piana - Project
Loro Piana - Project

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© 2023 | RXM Creative is an advertising agency based in New York

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