#ZalandoGreenHouse Copenhagen Fashion Week





The Challenge

In 2019 Zalando launched its do.MORE strategy; a long-term vision to be a sustainable fashion platform with a net-positive impact for people and the planet. This year Zalando launched its new Sustainability Award at Copenhagen Fashion Week, the partnership aims to encourage fashion brands to explore alternative approaches to design and production to contribute to a more sustainable future.

Smarts and Brave Spark partnered to create a virtual experience to reveal Zalando's finalists for its Sustainability Award at Copenhagen Fashion Week in February. Smarts worked with Zalando to develop the overarching concept and approach for Fashion Week, as well as leading the earned media, social and influencer strategy and activation. Brave Spark led the creation of the design and digital build of the Zalando Greenhouse, as well as the content creation within the digital showroom space.

The judging panel of the award shortlisted two standout, designer finalists who presented their collections at fashion week and within a branded online space; The Zalando Greenhouse.

The Idea

As a result of the global pandemic, fashion weeks and brands moved towards seeking new opportunities and Zalando decided to go virtual at Copenhagen Fashion Week with the Zalando Greenhouse.

Brave Spark worked closely with Smarts to devise a way to deliver an immersive experience digitally. The creation of the Zalando Greenhouse was the perfect platform to showcase the designer collections within a virtual, online environment, building on from the Zalando Small Steps Big Impact virtual experience.

The #ZalandoGreenHouse was a social first concept that showcased the designers collections to educate and inspire consumers on the brands sustainability efforts and to create hype around the Zalando Sustainability Award.

Brave Spark’s idea was to design and build a 3D virtual experience, incorporating immersive audio, to bring the collections to life through the #ZalandoGreenHouse; a room which you can access at your fingertips across mobile and desktop to view the two finalists collections. The designer brands were at the heart of the activation - with quotes, video interviews, behind the scenes content and interiors that matched their capsule collection items.

The Result

The execution was promoted across Zalando’s owned social channels, while a supporting partnership with Vogue was also run across all social media, editorial and display, heightening reach and directly targeting the audience.

[https://www.zalandogreenhouse.com/] (https://www.zalandogreenhouse.com/)

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