Social & celebrity · Knightsbridge, London
Social media in the Al Fayed era, celebrity endorsements, and personal shopper experiences for global names, all staged against the lights of Knightsbridge.
SW1
Knightsbridge, London
Social
Run end to end
A-list
Global names hosted
1:1
Personal shopper
The engagement
A green-and-gold institution that millions recognise before they have ever set foot in London. During the Mohammed Al Fayed era the store leaned all the way into spectacle: bigger windows, louder sales, famous faces at the door. Our role was to carry that into the feeds, in real time, at the standard the building demands.
Three things sat at the centre of the work. Running the social presence. Building celebrity endorsement campaigns around the store. Shaping how the personal shopper experience was shown to the world. Along the way we hosted global celebrities at Knightsbridge and turned those evenings into reach that travelled.
Three acts, one performance
I
We ran the store’s social presence under Mohammed Al Fayed, when Harrods leaned hard into spectacle. The windows, the sales, the seasons and the events, all of it told for a worldwide audience that knew the green-and-gold long before they ever reached Knightsbridge.
II
We built endorsement work that set famous faces beside the Harrods name. Store moments became campaigns. A visit, a window, an evening event turned into reach that carried the store far past SW1 and into culture.
III
We shaped how the personal shopper experience was presented, the discreet, one-to-one side of the store. The trick was promoting it without spending the privacy that makes it worth having in the first place.
“A department store that lights up like a stage, and an audience that watches from everywhere.”
On the guests
The store hosted some of the most recognisable people on earth. We will not name them here. Handling that access with discretion is exactly what made the visibility feel earned, and what kept the door open for the next one.
How we approached it
01
Harrods is not a brand you reinvent. It is an institution you amplify at its own standard. We kept the focus on the store, always, and let the work sit a respectful half-step behind it.
02
Hosting global celebrities and running endorsements at this level is a balance of reach and privacy. We treated the access as the asset it is. Promoted with care, never sold cheaply.
03
The Knightsbridge store is a stage. Our job was to catch the lights, the windows and the events so a worldwide audience could feel the place through a phone screen, and want to be inside it.
Retail, hospitality, luxury. We run social, celebrity and experience work for brands where the reputation is the whole asset.