Objective:devise an initiative that challenged consumers to re-evaluate the way they perceive the OfficeMax brand and drive awareness amongst fashion forward consumers.

Strategy: executed an activation during the most high profile fashion event in the U.S. at the epicenter of NY fashion week. The integrated campaign consisted of sponsorship of NY fashion week, a designer partnership with Alexander Wang and an experiential lounge within the Bryant Park tents that showcased the evolution of the brand.

Results: the design of the lounge provided a platform to create a shift in the consumer mindset and the perception of the OfficeMax brand. Placed more than 20,000 units of product in the hands of the fashion industry influencers and media elite.