Agenda Emerge Examines Why Concepts Is So Good at Storytelling
More than just a business strategy.
From its premium boutique to the excellent collaborations, Concepts has had a stronghold on the sneaker and fashion game since the opening of the first shop back in 1996 at Harvard Square in Cambridge, Massachusetts. In this new video by annual conference Agenda Emerge, general manager Deon Point explains the intricacies when it comes to Concepts’ retail atmosphere. While a gorgeous storefront is essential, Point also recounts the storytelling they’ve done, especially with the legendary drop for the Blue Lobster Nike Dunk Low SB, when the campaign included fake “scientific” tweets, warning signs posted around Boston waters and highly creative hazmat packaging. Recently, its campaigns have been equally impressive with stories told via inventive retail store build outs, notably its “Boston Tea Party” ASICS collaboration which included an eight-foot wooden ship “crashing” through its New York pop-up shop.
Click here to view the video and don’t forget to pick up the latest Concepts x New Balance “Grand Tourer” 998s scheduled for December 26.
