As a strong brand, how can you establish your place in retail with a clientele that favors online shopping? This is the challenge that Antisocial Social Club has set itself by offering an immersive boutique around its values: non-conformity and self-expression. To achieve this, they made the excellent choice of a showroom at 119 rue Vielle du Temple, a street that Parisians with a bold style are used to frequenting.
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How can you convey your values through an immersive experience during a key period such as Paris Fashion Week?
Provide a suitable location and support the brand in achieving its objectives in terms of brand image and marketing strategy.
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119 rue Vieille du Temple, Paris 3
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During Winter Fashion Week, Anti Social Social Club made a lasting impression with an immersive showroom that reflected its DNA: a bold blend of streetwear, urban fashion, and authenticity. Under the mantra "Get Weird," the showroom became a place of self-expression, inviting each visitor to embrace their uniqueness. ASSC members were able to discover the brand's latest pieces, alongside its iconic creations, in a raw and visually striking space, with wall messages that resonate with the rebellious spirit of its community. A unique showroom experience, at the heart of Fashion Week, and true to Anti Social Social Club's strong identity.
Founded in 2015 by Andrew Buenaflor, aka Neek Lurk, formerly of Stüssy, Anti Social Social Club has established itself as a counter-current brand, changing the codes of streetwear. Drawing on his experience in the world of urban fashion, Neek Lurk has built a unique strategy around rarely-addressed values: solitude, introversion, and anxiety.
Far from the traditional rhetoric valuing self-confidence and social ease, Anti Social Social Club has successfully created a loyal community that deeply identifies with the brand's authentic messages. This distinctive approach has allowed Antisocial Social Club to position itself as a key player in the global streetwear scene.
Through extensive use of social media and a strategy based on the "hype" model, the brand has grown by focusing on rarity: exclusive drops and impactful pop-up stores. Each pop-up then becomes a powerful strategic tool, strengthening the emotional connection with its community and promoting each piece as a rare and desirable object.
