Social posts become a currency at the designer’s NYFW installation.
Marc Jacobs plans to open a pop-up shop during New York Fashion Week where dollars will have no value. All transactions at the Daisy Marc Jacobs Tweet Shop will be carried out based on customers’ use of the hashtag #MJDaisyChain across various social media platforms.
The Tweet Shop is designed to be social media-friendly with features such as a comfortable lounge, food, drinks and Wi-Fi. It will also feature Daisy-themed artwork by Langley Fox Hemingway and a live Daisy photo booth. DJ Jilly Hendrix will provide the music to accompany a product display of fragrance samples and Marc Jacobs fashion items and accessories.
Twitter, Instagram and Facebook posts are all encouraged and there will also be competitions to increase the amount of social impact, where Marc Jacobs’ accessories will be given away throughout the day. The shop’s launch will be accompanied by a new print campaign for Daisy, which follows the recently released TV spot directed by Sofia Coppola.
If you’re keen to see the store for yourself, you can find it in Soho at 462 West Broadway, where it will open to the public on February 7th until February 9th. It’s opening hours are between 11AM and 7PM.