JCPenney Jacques Penné

Bringing chic to an unexpected boutique.

JCPenney had become the store you walk through to get to the mall. To help them cut through the clutter and give shoppers a reason to stop and shop, we delivered retail success by shifting the perception of JCPenney from a traditional, value-driven department store to an exhilarating destination for gifts and fun. The result was Jacques Penné — a pop-up store in the heart of NYC and a 360-degree, online virtual experience curated by an eclectic group of today’s most social fashion opinion-makers. In so doing, we gave JCPenney the most magical gift of all: Harking and heralding from trendy outlets that a retail star had been reborn.