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.