“Joy Walks” along the Seine are in the works for Kate Spade’s recently launched Paris location, the country’s flagship store. As part of its opening, the brand teamed up with a tech company to create an augmented-reality experience that allows visitors to see the shop — and iconic Parisian locations like the Seine — through Kate Spade filters like pop-up flamingoes and New York taxicabs through a downloadable iOS or Android app on one’s phone.
“Our brand promise is grounded in inspiring our customers to lead a more interesting life,” Mary Beech, Kate Spade executive vice president and chief marketing officer, told Campaign UK. “We are always looking for innovative ways — including new technology — to deliver on our customer-centric brand promise.”
The American brand, known for its fun prints and quirky accessories, is also opening its first U.K. store outside of London. The 1,600-square-foot shop will open at the Bluewater Shopping Center in Kent on Christmas Day and feature a selection of shoes, handbags and accessories in Kate’s signature style.
In May, Coach purchased Kate Spade as part of a $2.4 billion deal. Even at a time when other brands have been forced to shutter stores, the luxury handbag and shoe brand has been consistently turning a profit.