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

CHELLENGE

Loro Piana is mainly known for their luxury fabrics, especially their wool products, recognized to be the finest in the world. To launch their signature Rare Walk show division, they needed to make a global impact as well as 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 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, but also the classy yet lively spirit of the brand.

Spontaneous moments make
the best content

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