LOEWE brought its much-hyped Paula’s Ibiza collection to Australia for the first time with a pop-up store at MARAIS in the heart of Melbourne.
MCMPR invited media, influencers and VIPs to discover the collection via 1:1 media showings, an influencer styling suite and exclusive launch party. The LOEWE Paula’s Ibiza collaboration draws upon an iconic archive of print designs chosen by Creative Director Jonathan Anderson, which celebrate the heyday of this iconic seaside destination store and its connection with the island’s vibrant creative scene.
The launch was supported by a dedicated PR strategy that secured significant news features and product placement in Vogue, Harper’s Bazaar, Marie Claire, InStyle, Australian Financial Review, Sunday Life, Russh, 10 Magazine and Oyster.