Manchester’s Edison Media is kicking off its partnership with Karen Millen with an interactive Bermondsey Street campaign designed to dazzle the crowds this party season.
At the heart of the campaign is a special build, celebrating Karen Millen’s latest catalogue and party season collection – and giving passers-by a chance to step up and ‘wear the dress’. A show-stopping party dress, framed in front of a mirror, invites pedestrians to imagine themselves at the season’s best soirées. The interactive element turns onlookers into participants, blending fashion and fantasy in an immersive experience.
A new client win for Edison, the campaign exemplifies breaking through the noise with creativity and impact. Designed to inspire UGC and extend its reach across digital platforms, the installation serves as both an experience and a social media moment.
While initial plans considered multiple locations, the team strategically focused on Bermondsey Street, a hub of creativity and culture. The exclusive activation is perfectly placed to resonate with Karen Millen’s audience, turning a single site into a magnet for engagement and attention.
Karen Millen is also offering participants who share their favourite pics on social media the chance to win a wardrobe, ensuring the campaign leaves a lasting impression as the party season begins, and maybe takes the brand viral in the process.
Edison said: “Through bold creativity and interactive storytelling, this campaign proves that sometimes, less truly is more. It’s not just about seeing the dress—it’s about living it.”
