True Story has shopped more than 100 brands and retailers this Summer. Here is a snapshot of the best of retail campaigns and initiatives for Summer 2015, that have engaged with customers and influenced spending.

1. 2015
The True Story team have shopped over 100 brands during the summer.
Here’s a snapshot of what caught our eye and truly engaged us
as consumers, influencing our spending and social media usage.
SUMMER SNAPSHOT

2. 2
©CopyrightTrueStory.September2015
SUMMER SNAPSHOT
APPLE
We were wowed by the 6-week takeover
of all 24 of Selfridges London’s iconic windows.
Created to support the launch of Apple
Watch the beautiful installation is made
from over 6,000 flowers, designed to feature
unique configurations of the Apple Watch.
The windows featured eight different flowers
all taken from the watch’s moon faces and
transformed into 3D prints.
The latest instalment follows on from
two previous displays, ‘Butterflies’ and
‘Chromosphere’, both designed to mark
the opening of Apple’s store-within-a-store
concept that was launched at Selfridges
London in April.

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©CopyrightTrueStory.September2015
SUMMER SNAPSHOT
HEAL’S
Simple and so effective. Heal’s brought
their summer campaign to life with iconic
British summer obsessions, from the beach
to cricket and tennis. The overall effect
was quirky, unique and hugely impactful.

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©CopyrightTrueStory.September2015
SUMMER SNAPSHOT
INTU
Some retro fun with The Beano Takeover –
joke telling, free comics, a roving Dennis
and even a pop-up Dennis-themed
birdhouse to explore.
Shopping centre events across the summer
can be a bit same-old same-old, but hats
off to this approach which was something
different, well executed and injected some
fun into the shopping experience.

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SUMMER SNAPSHOT
JOHN LEWIS
Their ‘Things we love this summer’ campaign
included the chance to sit back, relax and sip
a cocktail at the Summer Retreat on the rooftop
of their flagship Oxford Street store.
From watching the tennis, taking part in yoga
classes, enjoying pick-me-up juices and Italian
food, plus the chance to try products, including
the Marc Jacobs fragrance hut – the roof was
buzzing with activity.
Being in the heart of the capital on a sunny day,
with things to do, people to meet and things
to buy. What’s not to love?!

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©CopyrightTrueStory.September2015
SUMMER SNAPSHOT
LIBERTY
Celebrating 140 years of unique, covetable,
stylish home and fashionwear, their
anniversary campaign was multi-layered,
had real depth to it and was brilliantly
executed (as always).
Engaging events and reasons to buy
included 140 must-have products,
free luxury chocolates with over £75 spent,
a new Liberty fabric design and even
a commemorative book to generate
customer content and engagement.
We also loved their idea to commemorate
the 100th anniversary of the Women’s
Institute with their showcase window,
featuring a specially commissioned,
handmade quilt using iconic Liberty
fabric patches.

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SUMMER SNAPSHOT
SELFRIDGES
An 8-week campaign themed around
The Great British Outdoors saw a very
simple but superb approach to driving
store footfall and encouraging whole
store shopping.
From BBQ masterclasses, festival
must-haves to a Strawberries & Cream
Bar, everything felt quintessentially British,
even down to the umbrellas hanging
as high-level theatre.

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Point of view of a Magazine
Changes like a Gallery
Sells things like a Store
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focus of the concept are the “inventions” of eight finalists
from the Lexus Design Award which serve muses for the
experience. Alongside each invention STORY curates a range
of objects that explore a driving element of the creator’s
process: a material like wood or paper, an idea, a color, or a
fascination with light.
There’s Iris (http://www.designboom.com/project/iris-2/), a
mesmerizing light piece, MNote
(http://www.designboom.com/project/mnote-mnemonic-
note/) a writing pad that aids memorization, LUZ
8
©CopyrightTrueStory.September2015
SUMMER SNAPSHOT
STORY NEW YORK
We’ve always loved this inspiring retail concept,
which undergoes a head-to-toe transformation
every 4 to 8 weeks to offer a unique, editorialised
shopping experience based on a theme, trend
or issue.
Set in a 2000 square foot store located on
Manhattan’s 10th Ave, STORY takes the point
of view of a magazine, changes like a gallery and
sells things like a store.
This approach is truly immersive for customers
and suppliers, helping to support creative talent
across an eclectic mix of product categories and
bringing little-known brands to the high street.
This summer’s theme was ‘creativity’ – a spotlight
on innovation and design. From an LED artist to
a glitch-inspired fashion designer, plus PitchNight
saw designers from across the country flock to
give a 3-minute pitch to an expert panel.

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©CopyrightTrueStory.September2015
SUMMER SNAPSHOT
TOPSHOP
We loved the idea of #MyEndlessSummer - a free
TopShop music festival that toured the US over
the summer, with free tickets being given away
at stores in the relevant city.
#PostcardFrom saw images posted by fashion
bloggers and influencers travelling around the
world wearing TopShop and blogging. Each post
on the TopShop blog Inside-Out posts a link to
where you can buy the outfits worn in the blog.
Each blog post has with it a gallery of images,
not just focusing on the clothes. A brilliant way
to communicate the lifestyle.
An in-store promotion of photo workshops,
tied in with the postcard campaign, with
workshops teaching you how to photgraph a
city, in collaboration with Olympus Pen. Hosted
by fashion journalist Pandora Skyes and blogger
London Beauty Queen (LBQ) for maximum kudos.
Last and not least a total Oxford Street revamp
saw TopShop Playland – an engaging chance to
come in and play for the chance to win anything
from a lipstick to £500, all managed via tweets,
with a version to play on online too.

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©CopyrightTrueStory.September2015
SUMMER SNAPSHOT
WESTFIELD STRATFORD
To fit with their lifestyle destination positioning,
Westfield created their London Summer
campaign with style and sass.
The essence of summer was alive and kicking with
a beach club, pop-up Wall’s ice cream experience,
free live music festival and even a zorb ball pool.
The E! VIP red carpet experience gave shoppers
their moment of fame, generating social
media content.

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SUMMER SNAPSHOT
True Story is a creative agency for retailers and brands.
We create store concepts, visual merchandising, retail campaigns and communication for any step on the customer journey.
We work in 3D, 2D and the virtual world. Combining the inspirational and the practical, we work with retailers of all sizes,
from high street names to small independents.
Our branding and packaging division works across the spectrum from original concept to range refresh and everything in between.
We know how to present product in any medium, from shelf stand-out to showcasing in print and online.
And such is our love of all things retail and brand, we’ve created our own – White Hot.
See some of our recent projects on our Creativebrief showcase.
Speak to Carrie or Michelle:
carrie.eames@truestory.uk.com
michelle.wilson@truestory.uk.com