This season, the retailer decided to try its hand at viral video marketing by releasing an art-house inspired short film. The clip features a starring role from Sevigny in promotion of the store’s latest location in Tokyo—it will open in the Shibuya mini mall on August 30, 2009.
“We have been wanting to open in Tokyo for quite some time now and the right space came up so we decided to go with it,” says Opening Ceremony co-owner, Humberto Leon to dazeddigital.com.
The showroom/gallery/retail space continues to bring together the company’s perspectives on retail integration: established designers, emerging designers, vintage pieces and items from select markets.
As the days creep closer to Opening Ceremony’s highly anticipated Tokyo launch, the company has introduced the element of film to add their cutting edge and innovative realm. Combining talent like Jason Schwartzman, Gus Van Sant, Matt Wolf, Joe Denardo, and M. Blash with new collections, Opening Ceremony’s new films may border on bizarre, but redefine the idea of fresh corporate marketing.
“Collaborative design has been a key aspect of Opening Ceremony’s retail philosophy,” says its website, and we remain thankful. With past lines paired with the likes of Proenza Schouler, Rodarte, Alexander Wang, Lutz, Hussein Chalayan and Topshop, we can always rely on Opening Ceremony for its willingness to take chances on emerging artists, while bringing us the best from the classics.
Sevigny will also house her new line of menswear in the new Opening Ceremony store. The line promises to bring together her personal nostalgia for high school days, Depeche Mode, and a re-launch of 80s style. Leave it up to Sevigny make the 80s cool, yet again.
– Lauren Shirreffs and Cora Nijhawan