Happiness Introduces ‘The Mini Fashion Bar’ for Pimkie

By Erik Oster 

FCB Alliance agency Happiness launched a new effort for Italian fashion brand Pimkie introducing hotel visitors to the concept of “The Mini Fashion Bar.”

Based on the insight that packing the right clothes for vacation can be difficult, due to unforeseen weather or travel plans, Happiness borrowed the concept of the hotel mini bar and applied it to clothing. The agency filled a hotel closet with “an assortment of hand-selected, fashion-forward clothing” carefully curated by stylists and fashion bloggers based on the weather, location and nearby attractions. When guests realize they don’t have the right outfit for a given occasion, they can simply take something from the “Mini Fashion Bar” and pay for it upon checkout (if it’s really like a hotel mini bar, of course, the prices will be outrageous). If the clothes aren’t the right size, guests can contact the “Fashion Concierge” to have it exchanged. The campaign rolled out at Banks Boutique Hotel in Antwerp, the fashion capital of Belgium and there are already plans to extend the campaign to Milan, Barcelona, Berlin and Paris.



Client: Pimkie International
Chief Marketing Officer: Dorothée Braure
Head of Marketing & Communication: Fanny Meilhac
Head of Visual Identity: Caroline Wicklacz
Project Manager: Julien Cazal

Agency: Happiness, an FCB Alliance
Executive Creative Management: Karen Corrigan
Chief Creative Officer: Geoffrey Hantson
Creative Director: Philippe Fass
Concept Provider / Copywriter: Catherine Hermans
Art Direction: Laurie Lacourt
Group Account Director: Nathalie Marchand
Project Manager: Emilie Dekeyser
Graphic Designer: Anna Touvron
Graphic Designer: Emilie Wauthelet
Copywriter FR: Bill Bilquin
Producer: Sophie Gunsbourg
Production: Bob Jeusette
Editor/Animator: Philippe Blondeau
Web Development: Bliss Interactive