DALLAS, Jan. 19, 2022 /PRNewswire/
-- TracyLocke, leading commerce and
communications agency, is partnering with the LEGO Group to
activate the launch of its "Store of the Future" – a global retail
concept rooted in a shopper journey of creativity and
imagination.
With expertise in compelling commerce through creativity and
brand experience, TracyLocke approached the global campaign with a
hyper-local strategy, creating campaigns that appeal broadly to
tourists while speaking endearingly to locals in both New York City and Barcelona.
"Our flagship store should always offer the most engaging and
innovative experience for our visitors, inspiring creativity,
building brand love and encouraging hands-on play," said
Stephane Knapp, Sr. Director of
Regional Retail Marketing at the LEGO Group. "Since our first day
working together, the TracyLocke team fit right in with creative
ideas that bring the LEGO brand values to life through authentic,
unique experiences in each market."
TracyLocke's involvement began with the new LEGO flagship store
in New York City, focused on
digital and social with a theme of "If you can build it here, you
can build it anywhere." The partnership peaked with the launch of
the Barcelona store with a full
omni-channel marketing campaign, complete with a
never-been-done-before experiential event to drive earned
attention, engagement and visits.
The Barcelona flagship store
design was inspired by architect Antoni Gaudí, known for inventing
the mosaic art style Trencadis – a process of breaking a porcelain
object into smaller pieces to create mosaic artwork more
effectively. TracyLocke took a page from Gaudí's style and
celebrated the Barcelona store
opening by dropping a 265-pound, nine-foot diameter Trencadis plate
made with more than 250,000 LEGO bricks. To bring the experience in
store, guests could pick up the loose LEGO bricks and take them
inside to complete their own mosaic tile creations in true
Gaudí fashion.
"The Barcelona store concept
cultivated from a connection between LEGO brand values and the
cultural heritage of the city," said Tina
Manikas, TracyLocke President. "Our joint focus on
creativity and the future of retail makes for a strong continued
partnership. We look forward to additional flagship store launches
and continued growth with the LEGO Group."
TracyLocke began work with the LEGO Group in March 2021 and will continue supporting "Store of
the Future" concepts localized to additional markets to pilot the
future of branded retail. The agency is currently working on the
next store opening in Chengdu,
China, scheduled for February
2022.
About TracyLocke:
TracyLocke is an award-winning
global agency that leverages insightful creativity and design
thinking to drive commerce. With offices in North America and around the world, its
employees are a blend of talented individuals with unique
strengths, experiences and backgrounds. TracyLocke is
part of the Omnicom Commerce Group and partners with clients
such as PepsiCo, SC Johnson, Diageo, Pizza Hut, Godiva, Samsung,
and the Dollar General Literacy Foundation. For more
information about
TracyLocke, visit www.tracylocke.com.
About Omnicom Commerce Group:
Omnicom Commerce Group (OCG) is a global community of four
award-winning commerce agencies, working with brands and retailers
to offer best in class consultancy, creativity and capability
focused on driving increased conversion and transaction. OCG's
priority is to address the need for innovative multi-channel
commerce expertise in the rapidly evolving world of retail and
shopping. OCG encompasses 2,500 people across 19 markets. For
more information, visit www.omnicomcommercegroup.com. OCG
is part Omnicom Group Inc. (NYSE: OMC), a leading
global marketing and corporate communications company.
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SOURCE TracyLocke