Case study · No. 08

US Flagship Openings

ClientPatBO

LocationNew York + Miami

Timing2021 · 2023

CategoryRetail · Events

RoleDirector of Marketing & Events, PatBO

Guests at the PatBO Miami Design District opening — Fig. 01 · Miami Design District opening, December 2023

01 — Overview

Two flagships, opened with the community in the room

PatBO’s first two US stores each opened as full brand events, turning a retail milestone into press coverage and cultural presence.

02 — SoHo · Sept 2021 · Brand archive

65 Greene Street

Following the brand’s first-ever NYFW runway show, PatBO celebrated its first US flagship at 65 Greene Street in SoHo. Press: Vogue. This opening pre-dates Ali’s time at PatBO and is shown as brand history.

03 — Miami · Dec 2023

Miami Design District

Supermodels and influencers gathered for the opening on December 6, with music by Sofi Tukker, in support of the second capsule with Alessandra Ambrosio. Guests included Becky G, Camila Coelho and Bettina Anderson.

Press: Vogue, WWD, ELLE, Page Six, NYLON, Daily Mail, The Daily Front Row.

The pink slatted PatBO facade on opening night, guests inside — Fig. 02 · Miami Design District, opening night

Fig. 03 · Opening night, in motion

The store’s curved plaster interior with hand-blown glass on a wood console — Fig. 04 · The interior, curves and glass

The opening window: mannequins among giant paper poppies — Fig. 05 · The opening window

The lounge with curved sofa and hanging paper tulips — Fig. 06 · The lounge

The collection on brass rails against warm wood walls — Fig. 07 · On the rails

A guest in embellished PatBO at the opening — Fig. 08 · Dressed for the opening

Fig. 09 · Inside the room

04 — Ali’s roleDirector of Marketing & Events, PatBO

The Miami opening, end to end

StrategyGuest StrategyTalentProduction OversightCommunications

Ali owned the Miami Design District opening end to end: guest and talent strategy, production and the press push, working with the retail and PR teams. The 2021 SoHo opening pre-dates her tenure and is shown as brand history.

05 — Outcome

2 flagshipslaunched as cultural events

Vogue × 2both openings covered

7 outletscovered the Miami opening

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