This new shopping concept offers the services of a full-line store without the large footprint of a mall location. Customers can pick up orders, have a consultation with a stylist or tailor, make a return, or perform other tasks in a convenient, neighborhood location. Starting on Melrose Ave. in Los Angeles, this experiment proved successful enough to now include five LA-area locations, plus two in New York City—with plans for locations in metro areas across the country. I was lead execution writer as these first locations opened to the public, working on digital, print and media pieces for pre- and post-opening.