American Apparel x Lane Crawford

In 2010 Lane Crawford brought the downtown-LA-made, sporty fashion basics label, American Apparel, a highly sought after brand known for its provocative marketing campaigns, to Hong Kong for the first time. While both Shanghai and Beijing had previously welcomed their own AA stores, this was the first foray for the brand into the label epicenter of Hong Kong, at the IFC mall no less.

During the one-month campaign, Lane Crawford converted the heavily trafficked atrium space of its flagship location to the pop-up concept. Not only did the temporary AA location drive sales to the store, but it attracted a new enviable and sought after youth-based clientele to the retailer.