The Showroom by Elle x Tu

Client: Tu (Sainsbury’s Group)

We took Tu out of the aisles of Sainsbury’s and put it shoulder-to-shoulder with high-end fashion brands by creating an exclusive pop-up store in Soho, in partnership with Elle, 3rd - 5th October. The twist? We didn’t tell anyone it was Tu. Initially presented with no branding or labels before revealing that the clothes were all from Tu, we upended people’s preconceptions and showed them that Tu has a range of chic womenswear for every occasion. Working closely with Elle, we brought a number of fashion insiders down for the launch, as well as opening the store to the public.