Designer fashion label, Michael Kors, has transformed a bakery in Shanghai into the vibrant hub of its latest marketing campaign, the “MK Denim Limited Time Bakery” pop-up. Teaming up with local croissant experts BAsDBAN, the brand showcases huge croissant sculptures textured with denim as well as giant handbags out the front of the bakery. During the launch event, the brand welcomed actress Bai Lu as the honorary “manager of the day” at the venue. Michael Kors also prepared 50cm giant croissants as complimentary gifts for visitors. The bakery take over will last until April 21st.
The tagline translates to ‘Let’s buy bao together’, cleverly playing with the multiple meanings of the word “bao” in Chinese. While traditionally referring to buns, it also translates bags and bread, including pastries. This wordplay showcases Michael Kors’ creative approach to engaging with a younger demographic, who are the target audience for their new denim range.
Images: Michael Kors
