COS enters the Mexican market with Area

PR & Communication

Influencer Marketing

Content Strategy

Events and Brand Experiences

When a brand like COS enters a new market, it's not just about opening a store: it's about building a narrative, generating genuine connections, and establishing a resonant presence. For its arrival in Mexico in 2023, we designed a 360-degree strategy that combined exclusivity, creativity, and a deep understanding of the local market.

Every action was key to positioning COS not only as a fashion brand, but as a benchmark for contemporary and sophisticated style.

ARRIVAL IN MEXICO

GRAND OPENING

COS ATELIER

Connecting COS with Mexico's fashion leaders

The first step was to introduce the brand and build a genuine connection with the local press, stylists, and KOLs. To do this, we transformed the Casa Barcelona space into a pop-up showroom where COS collections came to life in a carefully curated environment.

On the patio, an aperitif designed by Xchel González, one of the most promising chefs on the Mexican culinary scene, elevated the experience with a contemporary twist. Renowned mixologist Ana Herrera complemented the experience with cocktails designed specifically for the occasion, fostering a natural networking experience between guests and the COS team.

To delve deeper into the brand's narrative, an interview program was organized with brand designer Karin Gustafsson, exploring COS's design philosophy and commitment to timelessness and innovation. The day culminated with a private, specially designed dinner at Migrante restaurant, where we brought together editors-in-chief of leading media outlets, influential figures, and artists from the Mexican scene, thus consolidating the brand's positioning in a highly cultural and creative environment.

COS ATELIER

ARRIVAL IN MEXICO

GRAND OPENING

Building
a local narrative

To strengthen COS's connection with the city and its vibrant cultural scene, we developed an exclusive guide in its digital magazine. Curated by five KOLs from different industries, this guide offered a unique perspective on the Mexican capital through their favorite locations, from art and design spaces to restaurants and iconic spots.

Each location was captured by renowned photographer Enrique Leiva, providing a sophisticated aesthetic aligned with the brand's visual identity. In addition to generating valuable content, this collaboration amplified COS's presence on the participants' social media channels, achieving an organic integration with the local community and strengthening its positioning in the Mexican market.

ARRIVAL IN MEXICO

GRAND OPENING

COS ATELIER

The grand opening

August 2023 marked a pivotal moment for COS's presence in Mexico: the opening of its flagship store at Antara. To celebrate this milestone, we designed a pre-opening experience that not only showcased the brand but also authentically integrated it into the local scene, seeking to connect deeply with Mexican culture and lifestyle.

More than 300 guests, including figures from the worlds of fashion, design, art, and culture, participated in an event where every detail reflected the essence of COS. Live music from a DJ contributed to an immersive atmosphere, while the catering, designed by renowned chef Elena Reygadas, added a touch of sophistication, with a gastronomic offering that resonated with the brand's minimalist and refined aesthetic. The cocktail menu, once again designed by mixologist Ana Herrera, also strengthened the previously established ties.

To close out the evening, a select group of key figures from the Mexican creative scene gathered at Bella Aurora, a space completely transformed for the occasion. There, Elena Reygadas designed an exclusive dinner that combined culinary excellence with an intimate and carefully curated atmosphere, thus consolidating COS's position within the city's cultural and stylistic landscape.

This event was supported by a series of interviews with the brand's global CEO, which enabled coverage in various key media outlets, from fashion and luxury platforms to leading newspaper headlines. These interviews not only expanded the event's reach but also offered a unique opportunity to communicate COS's commitment to sustainability, innovation, and its vision for the Mexican market. Thanks to this strategic approach, the opening of the flagship store positioned itself as a benchmark for the brand in Latin America, strengthening its connection with a diverse and sophisticated audience.

ARRIVAL IN MEXICO

GRAND OPENING

COS ATELIER

Bringing the brand closer to the public

On the official opening day, we extended the experience beyond the store. We installed a COS coffee station at a strategic traffic point in Antara Shopping Center, aiming to engage the public and invite them to discover the store in a more intimate and accessible way. The station acted as a connection point, directing visitors to approach the brand while enjoying a break from their journey through the mall. In the store, customers were greeted with pastries from the iconic Rosetta bakery, which helped create a welcoming atmosphere, making visitors feel welcome from the very first moment.

GRAND OPENING

COS ATELIER

COS Atelier:
Sophistication at its finest

Between September and October 2023, we gave the brand a new lease of life with the launch of the Atelier collection. We took advantage of the COS show at New York Fashion Week to invite 10 of Mexico's most influential voices, including Tessa Ia, Ximena Sariñana, and Jorge Patiño, along with renowned media outlets such as GQ, Vogue, and Glamour, to witness the collection front row.