AREA supports Zimmermann in its entry into the Spanish market

Communication and PR

Content Marketing

Events and Brand Experiences

Zimmermann, as part of its ambitious international expansion plan, chose Madrid as the location to open its first flagship store in Spain. AREA developed a 360º strategy that combined a sophisticated brand experience, creating one of the season's most notable events.

The communication strategy included a series of interviews and brand reports, as well as a day of press meetings at the new boutique. The goal was to share the brand's storytelling and begin building a loyal community of women who already consider Zimmermann a benchmark.

This strategy was structured in two phases: first, exclusive meetings were organized at the boutique with editors and stylists to present the new collection and the secrets of the space. In parallel, leading fashion media outlets had the opportunity to interview sisters Nicky and Simone Zimmermann, highlighting the brand's vision and values.

The event, as the centerpiece of the strategy, was key to positioning the brand in the local market. AREA played a pivotal role in the conceptualization and production of an exclusive dinner for the press, socialites, and celebrities, held in a unique setting not previously used by any other brand.

The agency handled everything from finding the location, an elegant house with a garden on the outskirts of Madrid, to collaborating with various partners to transform a vacant lot into a lush garden, full of flowers and color. AREA coordinated the entire event production, including table design with vintage tablecloths, artisanal ceramics, decor, transportation, the menu, and music. The agency also managed the fittings for the 86 women who enjoyed the evening, ensuring that every detail was aligned with the brand's aesthetic.

Guests included important names from the Madrid scene, such as Isabel Preysler, Tamara Falcó, Naty Abascal, Nieves Álvarez, Karla Cova Hermosilla, Cleo Oettingen, Inés de Cominges, Laura Ponte, Manuela Velasco, and Gabriela Palatchi. Renowned international celebrities such as Anh Duong, Jourdan Dunn, and Michelle Dockery were also present.

Finally, as part of Zimmermann's arrival in Madrid, the brand filmed a lighthearted video through the city's streets, a tribute to Madrid as its new home. AREA collaborated closely on this project, negotiating the participation of sisters Martina, Stella, and Daniela Svedin as protagonists of the video and connecting the brand with local partners for the shoot. The agency also advised on the selection of the route to capture the vibrant essence of the city, reflecting its uniqueness and celebrating the brand's connection to Madrid.