SSENSE
A Space For.
Launching a Flagship to the Future of Retail
The Context
In 2018, SSENSE opened its flagship: five storeys of David Chipperfield-designed concrete in Old Montréal. It was built around a radical model where you meet stylists, see exhibitions, learn about new ideas in the library, and shop across 5 storeys. SSENSE brought Wedge in to shape the global launch campaign through concept and strategy, media applications, and art direction foundations, while Jörg Koch (032c) guided editorial framing.
The Insight
The flagship was designed as a living platform for many things. Defined yet completely undefinable, taking shape and shape shifting as culture evolves.
The Big Idea & Success
A Space For. An open-ended platform that invites multi-interpretations, interactions, and collaborations. Produced in-house by SSENSE, the global launch featured a special performance by ARCA. The flagship has since gone on to host pop-ups and experiences with Virgil Abloh, Pharell Williams, and more.
“WEDGE brings the rigor of a large-scale agency with the craft & care of a boutique studio. I couldn’t recommend them enough.”
Disciplines
- Campaign Strategy
- Consultation
- Campaign Concept
- Creative Direction
As seen in
Vogue -- “Arca! Prada! Inside SSENSE’s Radically Cool New Montreal Store.”
British Vogue -- “SSENSE Launches Innovative Shopping Format.”
Business of Fashion -- “SSENSE’s Billion-Dollar Ambitions: More Than Hype.”
Hypebeast -- “Here’s a First Look at SSENSE’s Brand New Montreal Flagship.”
Hypebae -- “SSENSE Just Launched Its New Flagship Store in Montréal.”
The Fashion Post Japan -- “SSENSE Opens New Flagship Store in Montreal.”
Team
SSENSE: Rami Atallah, Fanny Damiette, Guillaume Mercier, Deanna Chow, Robert Ho, Talia Dorsey,
Design Director: Justin Lortie
Creative Director: Sarah Di Domenico, Melatan Riden, Melissa Matos
Designer: Mathieu Huppé
Account Director: Marie-Andrée Roy
Collaborators
Director: Mauries Matos
Media: Touché
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