Walk This Way.

On the occasion of Pepe Jeans’ flagship store opening in London (Regent St. 59-61), we were commissioned to create a strategy whose aim was to attract the attention of Piccadilly Circus commuters. In order to do so, we designed a flow of people consisting in a squad of boys & girls wearing Pepe Jeans’ clothes. These clothes were customized with some laser-engraved messages calling on pedestrians to follow them and discover the store. Squad members had to walk from the tube station to the store and back according to predesigned performances. Their movements were arranged in order to make the messages in their clothes match and interact.