menu

Wieden + Kennedy, SHOP, And The Rise Of The Agency/Retail Hybrid?

Wieden + Kennedy, SHOP, And The Rise Of The Agency/Retail Hybrid?
Advertising

A review of last night's W+K Pop-Up SHOP event.

Laura Feinstein
  • 16 june 2011

 

In the world of advertising, there’s a thin line between compliment and insult. Nowhere did this line blur more than when a recent blog, when promoting Wieden + Kennedy’s SHOP pop-up in NYC, referred to the digital powerhouse as the “Portlandia of creative agencies”. For those not familiar, Portlandia is a popular IFC sketch comedy series masterminded by SNL’s Fred Armison and Sleater-Kinney’s Carrie Brownstein. On the show, the two artists lampoon hip-kid lifestyles like veganism, bike-punks, and Etsy-style crafting, while at the same time humorously sending up mega- companies who position themselves as lifestyle destinations (we’re looking at you Ace Hotel).  When approaching SHOP, a three day sample sale “fashion pop-up” being held in the W+K offices, it’s hard not to view the event with the same lens of skepticism. Despite boasting some of the hippest indie labels around (Anna Sheffield, Saturdays NYC, Nicholas K, Steven Alan), the more cynical among us could point out that at the end of the day it’s still an ad agency trying to sell clothing to its base clientele: the young, affluent, urban, creative class.

However, at the recent VIP preview it was a pleasant surprise that instead of a cut and dry shopping event, the sale had more of an air of a communal trade-show like Compass or (Capsule). In place of the usual uncomfortable-looking  DJs spinning records for an awkward crowd of PR reps and curious bloggers, there was a genuine mix of friends, business partners, and general ease- separating SHOP from the pack of other well intentioned and likeminded fetes. If online buzz and first evening turn- out is any indication, the event should prove to be quite a success, and may act as a template for other agencies hoping to branch out in similar ways. While W+K doesn’t directly rep any of the brands taking part, their affiliation with up-and-coming creatives can only help their image as one of the freshest ad groups on the scene today.

For those who might be quick to throw stones at W+K for embracing a young, hip subculture while also being Ad Week’s Agency of the year, don’t bother: as a recent episode of Portlandia confirmed they’re in on the joke and more than willing to poke fun at themselves. As for the Ad Week’s title, be on the look-out for a well deserved second term.

 

Advertising
Trending

DIY Kit Lets You Build Your Own Wooden Bike, Boat Or Caravan

Design & Architecture
Culture Today

Messaging Add-On Helps You Correct Your Friends’ Bad Grammar

An iMessage sticker pack will help you copyedit text messages

Automotive Today

Mercedes-Benz Introduces A New Electric Mobility Brand

The separate entity aims to simplify the identification of Mercedes EV products to customers

Trending

Get PSFK's Related Report: Future of Retail: Technology Primer

See All
Mobile Today

Tinder’s New Feature Makes Swiping A Group Effort

The dating app wants to democratize its gestural interaction by buying in to the social polling trend pervasive among millennials

Syndicated Today

Autonomous Garbage Drone Prevents Trash From Reaching Deep Ocean

The solar-powered WasteShark collects refuse closer to the source: the harbor

Automotive Today

Aston Martin Reveals Its Own Luxury Powerboat

The sleek AM37 echoes styling elements from the British brand's sports cars

Advertising Today

An Escort Website Fights Violence Against Sex Workers

The advocacy campaign from McCann aims uncover the human toll of the exploitative industry

PSFK LABS REPORT

Future Of Automotive
Scenarios Driving The Digital Transformation Of An Industry
NEW

PSFK Op-Ed Yesterday

Digital Design Expert: Mobile First Is Dead, Think Mobile Native

Brian Cooper, chief creative officer of OLIVER Group UK, explains how some brands are still playing catch-up to new technology

PSFK Labs Yesterday

The 10 Steps To Discover, Hire, Develop Your Next Leader

PSFK's Future of Work report outlines key steps in the employee development path to empower next-gen leaders

Culture Today

LIFE Magazine Relaunches In Pure VR

The general interest periodical, which ceased publication in 2000, has turned into a portal for virtual reality content

Mobile Today

Reorder This Detox Drink With A Simple Text Message

Dirty Lemon is streamlining its communication by letting customers place orders, ask product questions and request help exclusively through chat

Op-Ed Today

The Future Of The American Workforce Requires Unbundling College Education

President of JetBlue Technology Ventures: developing corporate education programs for non-traditional students

Retail Today

Gilt’s Pop-Up House Is The Kind Of Store You’ll Want To Live In

The New York City townhouse plays host to the latest in retail inspiration, curation, and lifestyle activation (and some libations, too)

PSFK LABS REPORT

Future Of Work
Cultivating The Next Generation Of Leaders
NEW

Mobile Today

Registering To Vote Is Now Just A Text Away

A new bot aims to mobilize underrepresented groups this election season through SMS and Facebook Messenger

Africa Today

Virtual Reality Game Gives Lessons About Emergency Birth Care

LIFE is a serious tool that takes advantage of new technology to help save lives

Luxury Today

Shoe Repair Has Moved Onto Your Phone

Cobbler Concierge is an on-demand service to get your footwear fixed online

No search results found.