By building hype around the collection and providing different teasers, it was possible to keep consumers interested, before and during the campaign. From prelaunch of the site, to the launch of the clothes at the store, and finally to the web shop. Whilst viral integration meant that the site was spread by the target audience, to the target audience. Based around a grand set of stairs, which represent both a fashion catwalk and a wedding chapel, the dynamic site acts as a countdown for the new collection. The viewer gets the feeling of being invited to a wedding no matter where they are in the site.