Campaigns We Love: The Chez Away Pop-up Hotel in Paris

Who: Away

What: For Paris Fashion Week, Away partnered with Amastan Paris to create the perfect pop-up hotel for seasoned travelers and design lovers traveling through the city. The event aligns with a limited-edition suitcase with the hotel’s signature print lining the interior and the launch of shipping to France.

Key Ingredients: 

  • Beauty essentials from Glossier, Dr. Jart+, and more curated by Violet Grey
  • Daily private and group meditation sessions from MNDFL
  • House bikes provided by Tokyobike
  • On-call manicurists (from Paintbox), and even an in-house piercing and tattoo artist
  • Co-working courtyard for the perfect mix of commingling and commiseration
  • Mega-bars provided by Grey Goose in every room
  • Nylon X Outnet Dinner
  • Haim Party
  • DJ sets and acoustic performances
  • Talks and dinners hosted by models, editors, and designers
  • A full calendar of wellness programming with Nike, Sky Ting, and more (curated by CONDITION)

Why: We love a good experiential marketing effort, and what gets to the core human experience more than home, or more appropriately, creating a home away from home that is basically one big party with the option of partying with Haim and getting some fresh ink? And speaking of the pop-ups, this new venture comes just 19 months since Away first launched with one suitcase and marks just one of many brand expansions; Away has a publication, Here Magazine, and podcast Airplane Mode. Get outta town!

 

About This Author

Known as the “fashion publicist’s most powerful accessory,” (San Diego Union-Tribune) and the “West Coast ‘It’ girl of fashion PR,” (YFS Magazine) Crosby Noricks put fashion public relations on the digital map when she launched PR Couture in 2006. She is the author of Ready to Launch: The PR Couture Guide to Breaking into Fashion PR, available on Amazon. A decade later, Crosby is a successful fashion marketing strategist who spends her time championing PR Couture's growth and mentoring fashion publicists through her signature online course PRISM. Learn more about opportunities to work directly with Crosby at her website crosbynoricks.com