Last week, Inditex, the world’s largest fashion group, introduced Spanish brand Massimo Dutti in the US market. It is Profirst, a Belgian boutique experiential communication agency with offices in Ghent, Brussels, Paris and London that masterminded the experiential brand strategy that literally put Massimo Dutti on the map. First big step for the brand was the opening event for the flagship store on New York’s fifth avenue.

A 360° brand experience

“Opening a flagship store on Fifth avenue is a major step for any fashion brand” says Bruno Pani, CEO and Creative Director of Profirst. “New York is one of the hotspots of the international fashion scene. That means you have to come with a very consistent brand story but also that you need to make sure the brand experience is completely in line with that story. Only then can you be successful in converting an event into a full communication campaign.”

European talent

For Massimo Dutti bringing a consistent brand story meant working with the best and only the best. Every element of the star studded event (suitably called First on Fifth) was an experience in and onto itself. For floral arrangements, Profirst worked with critically acclaimed artist Thierry Boutemy. Jazz singer Jamie Cullum fired up the room with a private concert. And none other than Mr Albert Adrià, former Creative Director and Pastry Chef from El Bulli, created the event’s canapés. A first in the US.

New classic chic

“By bringing together talented people who are at the forefront of their art we allowed 400 hand picked guests to experience the new generation of European chic.” says Bruno Pani. “and that is also what Massimo Dutti is all about: understated European elegance, new classics and an unwavering attention to detail.”

Belgian in New York

When asked why a Spanish fashion brand had chosen a Belgian agency for a store opening in the US Mr Pani explained “Because the opening of the first flagship store in New York such an important step for Massimo Dutti it felt natural that they work with a European agency. Inditex had worked with Profirst before on the opening of their new Zara flagship store in New York. They had experienced first hand our capacity to convert an event into a full brand experience that creates communication and buzz.”

The Belgian agency has a unique track record creating international brand experiences for the most demanding clients in fashion, design and the arts. In true Belgian style, it brings a unique creative vision, the flexibility of a multicultural structure, a passion for the finer things in life and last but not least an absolute dedication to outperforming expectations.