pink simplicity
Effective branding/communications doesn't have to be hard or complicated. This is a new Paul Smith store in West Hollywood. It's huge and it's pink. No particular reason for it to be pink, except it's noticeable, friendly and seems vaguely appropriate for the neighbourhood. And it makes you want to go in. There's not been a lot of research, there's been no experiential marketing brainstorm, they just painted it pink. And everyone knows it's there.
It's nice inside too.
This is wondeful.
Paul Smith does this kind of "twist" thing really well. Just when you think it might get a bit clichéd he surprises you again. I suspect this is down to the personality of the founder rather than any clever agency though?
Posted by: Ben | February 06, 2006 at 10:19 AM
Oh defnitely. I'm sure it's all Mr Smith. Which is another reason it's so good. It feels like him.
Posted by: russell | February 06, 2006 at 05:11 PM
it's beautiful. We put a number of photos up a few weeks ago when I popped by. I'm checking it this weekend. Just to get my pink in. The only problem is - the roof isn't pink - it doesn't show up on Google Earth!!
Posted by: Piers Fawkes | February 06, 2006 at 09:24 PM
It's a fantastic store - noticeable, inviting and very Paul Smith. I also love the language in the window - isn't 'warm sale' so much more appealing than 'winter sale'?
Posted by: gareth | February 06, 2006 at 10:51 PM
Paul Smith is so damn cool and the new store is very him. It's also fantastic marketing and great for 'standing out' when vying for custom!
Posted by: Daniel, Rogue Connect | February 11, 2006 at 01:55 AM