Supporting Harmont & Blaine's arrival on the Spanish market

PR & Communication

Influencer Marketing

Social Media & Digital Marketing

Events & Brand experiences

Harmont & Blaine prepared its arrival in Madrid with AREA, with the aim of positioning itself as a premium and authentic brand within the competitive Spanish market. Our strategy focused on creating an immediate impact, generating expectation and, above all, establishing a genuine connection with the target audience, transmitting the brand's values through unique and memorable experiences.

Open DAY

THE SECRET PARTY

MY DOG AND I

Open Day &
press dinner

On 15 November 2023 AREA organised the brand's first Open Day, presenting the SS24 collection. To take advantage of the occasion and amplify the arrival of Harmont & Blaine, we organised an exclusive press dinner at the local restaurant Numa Pompilio, with the participation of 10 editors from the most relevant media in the Spanish market and the presence of Tiziano Foglia, Harmont & Blaine's Head of Design. The dinner offered a unique experience that brought the editors closer to the universe of the brand, generating expectations about the opening of the flagship shop in Madrid.

As part of the launch plan, we organised corporate interviews with Mr. Montefusco, CEO of the brand, for media such as La Vanguardia or Fashion Network, held in the new shop on Calle Serrano, with the aim of presenting the new space to the local media. These interviews helped to consolidate the brand's presence and reinforce its image in the local press.

In addition, to give visibility and support the Christmas campaign, we activated an Influencer Marketing campaign where content generators shared their visit to the shop on their social profiles, promoting the discovery of the brand and the purchase of Christmas gifts in the new flagship store. In addition, we organised an advertising strategy on Meta and Google Ads to attract traffic to the shop, taking advantage of the social noise generated.

MY DOG AND I

OPEN DAY

THE SECRET PARTY

The Secret Party

As an official celebration of the brand's arrival in the Spanish market, we organised a Secret Party. This event, which played with mystery and exclusivity, was attended by key media editors, socialites and influencers from Madrid. The experience was enriched with details such as a secret access code and interactive games, complemented by live music and a unique Can Pizza dining experience, creating a sophisticated and memorable atmosphere.

OPEN DAY

SECRET PARTY

my dog and i

My Dog and I

The launch of My Dog & I marked the beginning of a unique connection between the brand and its pet lovers, presenting an exclusive collection of knitted jumpers designed to match between owners and dogs. The morning of the event was marked by a series of interviews at the Serrano shop, where specialised media such as ICON, Flash Moda TV and Gentleman had the opportunity to talk to Tiziano Foglia, Head of Design at Harmont & Blaine, and Riccardo Bruno, President of the brand.