Fred Perry came to us with a brief to launch its first-ever premium Laurel Wreath Collection in Malaysia.
Instead of a conventional fashion show, together with our client, we developed an idea for a pop-up that would best represent Fred Perry’s lifestyle and street culture ethos.
We took advantage of our own personal interest in Kuala Lumpur’s sub- and counter-culture scenes to develop House of Fred, a curated space for music lovers and culture seekers to uncover new experiences.
A testament to artful matchmaking, House of Fred saw the coming together of music, heritage and sports under one roof made possible through partnerships we negotiated, The event took place in an exciting new space tucked in a recently redeveloped row of 1940s pre-war shophouses. Inside, the curious and the cultured could find a trove of exciting wares such as magazines by Allscript, vinyl records from The Hundred Record Shop. Together with the guys at The Wknd, the weekends were programmed back-to-back gigs that had a line-up that included local indie favourites like Indiego & Co, DJ Aggroboss Soundsystem, and Ali Aiman.
The two-week pop-up saw footfall from the curious to the most eclectic groups of tastemakers thanks to genuine word-of-mouth and social media interest generated at the launch party and opening weekend.