Portfolio

Brand: Blend
My contribution: Concept, getting together the collection, contact & contracts with designers/brands, sponsor visibility concepts
Workbase: Blend magazine, internship (Visual Marketing, Amsterdam Fashion Institute)
Created: June 2004

Briefing
After the start of Blend magazine in 2004 and considering both the small, independent publisher as well as the highly demanding target group, it soon became clear Blend was in need of a new kind of marketing. Joining forces with communication agency Contain.r, the Blend guerrilla store ‘60daysofspace’ emerged. Above all, this concept should be a 3D translation of the magazine and be an expansion of the platform Blend wants to offer to the creative minds.

Concept
60daysofspace was the first guerrilla store in the Netherlands. After just sixty days the store disappears and then reappeared in another Dutch city (Rotterdam, Den Hague, Arnhem, Groningen and Amsterdam). Joining forces with local trendsetters a creative platform appeared in raw, unoccupied spaces. Many limited editions and an international selection of young designer products were presented at the Blend guerilla store. In addition fashion shows, movie nights, parties were held in the stores. In each city Blend made a Guerrilla Zine together with the best creatives the city has to offer. It generated publicity worth of € 600.000 and was nominated for the Mercurs Award in 2006 and 2007.

Links
More pictures
More Guerrilla Zines
More info on the guerrilla stores
Media attention