COS Tallinn
CONCEPT
At Marsaana, we had the privilege to arrange COS’ first store opening in Tallinn. The beautiful store was opened in May 2020, housed in a former bread making factory located in the heart of the city. The objective of the launch was to create awareness for COS in Estonia while inviting a relevant mix of audiences and showcasing the newest collection through a COS experience mixing fashion, art, and architecture.
OUR ROLE
Our activities spanned over five months, including both paid and organic influencer activation, press releases and media relations, and a press lunch prior to the exclusive in-store pre-opening event. As our activities were affected by COVID-19 restrictions, we were not sure if the pre-opening event would be possible until the very last minute. Fortunately, event restrictions were lifted, and we were able to host guests in person. To ensure everyone’s safety, we scheduled three time slots for the pre-opening event to leave enough space for distancing. Influencer collaborations were held in the form of product gifting, paid collaborations and a planned Tallinn City Guide project, which was the first of its kind to be launched on COS’ official Instagram account. The city guide project called “An insider guide to Tallinn” featured six Estonian creatives, who shared their favorite spots in town, all while wearing outfits by COS.
RESULTS
In spite of having to bounce between uncertain restrictions, we were able to host the store opening activities almost as initially planned. Press releases about the brand opening a physical store in Tallinn and its location and official opening date generated quite the buzz amongst several online media outlets. The exclusive pre-opening event alone gained around 150 clippings across the media landscape, and thereafter the brand received several print, online, and social media clippings on a daily basis.
