Nicki Minaj Exclusive Brand Launch
Store Experience Concept and Signage Design
Clients: Kmart, Shop Your Way® Brands,
NY and Star Branding - www.starbranding.com
Creative Direction: Aimee Babcock
Art Director: Paul Badalamenti
Project included the Integrated Retail Interior Design Team, Fixture Designers, Construction, Print Procurement, Photo Studios, Celebrity Representation and Shop Your Way® Brands Apparel Designers, and resulted in the delivery of a dynamic customer experience for the exclusive launch of the Nicki Minaj brand apparel for Kmart.
Shop experiences included Augmented Reality triggers on all signage, in-store digital and social engagement mechanisms, video, and Italian-inspired, multi-departmental visual merchandising, created and managed style guide creation for internal channels and nationwide campaigns. The SYW celbrity brands are projected to deliver combined sales of over $200 million annually.