Case Study: Astrid & Miyu drives buzz for its Amsterdam store opening with So PR

Astrid & Miyu opens Amsterdam store with So PR, earning coverage across 4 media platforms

Astrid & Miyu, a jewelry brand, partnered with So PR to launch their first retail store in Amsterdam and build brand awareness in the Dutch market. The challenge was to create a buzzworthy opening event that would resonate with local fashion insiders and generate media attention.

So PR implemented a solution that included a city-wide out-of-home advertising campaign to build anticipation. For the launch event itself, they created an immersive experience featuring live piercings and tattoos to showcase the brand's offerings. The event successfully attracted key editors and creators. The solution by So PR resulted in significant PR value and reach, with coverage achieved in major publications such as Vogue, Cosmopolitan, and Grazia.

Astrid & Miyu