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Case Study: Domenico Vacca

Situation

Domenico Vacca has long been known as an expert in luxury Italian tailoring for both men’s & women’s and has dressed some of the biggest stars in the business for red carpet and on-camera roles like Jeremy Piven for “Entourage,” Glenn Close for “Damages,” Daniel Day-Lewis (for his Oscar win for “Lincoln”) and power players like Ivana Trump and Arianna Huffington. AMP3 PR was brought on to handle the opening of Vacca’s new 10-story flagship location on Fifth Avenue in New York City, taking him from celebrity designer to complete lifestyle brand.

Strategy

As we approached the opening of Vacca’s first flagship, we set out to brand the location as a head-to-toe lifestyle destination: the building includes men’s & women’s retail (apparel and accessories), fragrance, tableware & home goods, a bespoke atelier, an Italian espresso bar & café, barber shop, beauty salon, rooftop terrace, art gallery, private members-only club, and 30 long-term stay furnished residential units designed by Vacca himself.

In the months leading up to the opening, we offered key media outlets the opportunity for a “first look” or preview of the building and interviews with Domenico on a concept we branded as a complete sensory experience aimed at redefining luxury and reviving brick and mortar retail.

For the launch, we executed an extravagant Red Carpet opening event complete with celebrity guests and VIP experiences, and following the grand opening we followed it up with several smaller influencer events to celebrate each element of the flagship building (beauty, grooming, food & beverage, fashion, art, etc).

Ultimately, we established the flagship as a “Go To” destination for a complete luxury shopping experience unlike any other store in New York.

Results

• Over 80+ press placements including: The New York Times (2x), Urban Daddy, Page Six (2x), WWD, MR Magazine (2x), Du Jour (3x), Essential Homme, Luxury NYC, Fashion Times, Racked, InStyle Magazine, Ad Week, Epoch Times, Resident Magazine, AOL TV, Art Info, Bella NYC Magazine (2x), Rhapsody Magazine, Gotham, Art Zealous, New York Magazine, Labeling Men, Inside Hook, The Real Deal, Hombre Magazine, Elite Magazine, Women’s Health, and Cigar Snob.
• Press placements resulted in over 95.3 Million Media Impressions

Top Placements