Madewell
National Denim Atelier Roadshow

Manhattan, Austin, Los Angeles, Brooklyn, Charleston, Nashville

Senior Producer

Following Madewell’s highly successful New York Fashion Week VIP denim atelier, we updated the concept into a consumer-facing national roadshow, offering all in-store customers the chance to enjoy bespoke embroidery and tailoring services in various local markets to create their perfect pair of jeans.

Stopping in New York, Austin, Los Angeles, Charleston and Nashville, each activation was custom tailored to its market and required intensive hands-on supervision and planning to ensure each store activated appropriately.

The activations included VIP happy hours for invited press and influencers featuring beverages from Avaline and Ghia. During the consumer activations, we brought in a branded popcorn cart, a floral bouquet station, a branded cooler (with Madewell-branded waters), and an embroidery station with exclusive motifs available in each market. In men’s stores we offered complimentary La Colombe coffee along with tailoring services with purchase.

All of our staff were outfitted in custom Madewell outfits, including exclusive “Denim Atelier” chore coats.

Recaps: Austin, Venice, Brooklyn, Charleston, Nashville

Produced on behalf of Care of Chan