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.
Video Campaign, Social, Digital, Website, Theater Performance
The Cut, WWD, Esquire, Robb Report
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.
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.
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.
Parsons Dance performed a custom choreography for the opening of the
Loro Piana Store in Meatpacking District, New York.