The fitness community and brand, Gymshark, share their latest window activation on Regent Street. Retail stores normally have mannequins or products in the window to advertise their brand. However, in Gymshark’s flagship store in London, the window display looks to be a supermarket of products that gym goers would purchase (eggs, broccoli, milk etc.) The window installation focuses on the activities accosiated with the gym, as they continue to embed themselves in the gym culture. The window display is part of their recent all new brand platform ‘We Do Gym’, which will act as the foundation for all of Gymshark’s brand and marketing activity over the next 12 months. In a recent interview on Uncensored CMO, Gymshark’s Chief Brand Officer, Noel Mack discussed the window space as a unique advertising opportunity: “Down the street at Piccadilly, think about what a billboard will cost you… 500/800 metres up the street, we have all those windows and you can have 200/300 people training in there… it’s the best billboard ever”. Are window displays becoming the new media? Comment your thoughts below!
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Love the visual impact. Reminiscent of Chanel’s Fall-Winter 2014/15 show by Karl Lagerfeld 🫶🏻
A really interesting way to connect with the target audience on a different level!
An engaging method to engage with the intended audience on a deeper level!
Everything is media. A window, a shopping bag, a message on a mirror in your changing rooms and even the way a staff member greats a customer. Never under estimate the brand and media value behind these and many others created in retail.
Always cool to see advertising done differently. Super creative!
I love how different but on brand it is!!! Huge move from Gymshark and window displays are just the beginning for their new platform, We Do Gym! Couldn’t be more excited to see what’s next 🤎
It’s fascinating to see how traditional retail spaces are being reimagined as powerful marketing tools.
Global Partnerships Director @ Gymshark
1moIf only Gymshark did high protein cereal 🤔