The German holding group Douglas opened its 1,000th store worldwide at the ABC Shopping Mall on Madrid’s Serrano Street. We had to create something original, striking and noticeable, capable of drawing media attention, projecting brand image and generating traffic to the new point of sale. Douglas’ positioning states the need to take beauty closer to the man and woman on the street. Beauty, claims Douglas, is not the exclusive preserve of models and film stars.

Madrid has more than its fair share of scaffolding, which is an eyesore and turn the pavement into an unavoidable obstacle course.So we took the beauty of the new store to the streets, and we spruced up the scaffolding and turned it into a makeshift catwalk. Camera flashes went off and lively music sounded as pedestrians walked past nearby movement sensors.

Photographers were on hand to snap passers-by, who were later able to pick up their pictures, free-of-charge, from Douglas’ Number 1,000 Store (that’s how we generated traffic to the store).

Our photographers shot 1,400 pictures in four days’ worth of catwalk shows. 35% of those pictures were later claimed in the store.Media coverage: 21 pieces in on-line media, 4 in print media and 3 in industry magazines.