Abercrombie & Fitch

96 Hours Tour

December 2019

With the intent to reconnect consumers with Abercrombie & Fitch in an authentic and meaningful way, The Gathery developed and designed a two-month pop-up tour hitting Los Angeles and New York. ‘96 Hours In’ brought tastemakers and consumers into a welcoming apartment-like retail space complete with curated programming, local partnerships and city-driven capsule collections building a hub for casual luxury where customers could show up, share and connect with the landmark brand.

Held at Hoxton Hotels, an epicenter for savvy cultural nomads, the multi-day experiences provided the background for expansive content capture extending the event well beyond it’s IRL expression augmenting buzz and building bonds with local communities. Approachable, contemporary and adaptable, our space functioned as a creative salon with a slew of intimate and varied events ranging from happy hours and styling sessions to fireside chats with celebrated influencers.

Services

Brand Strategy and Planning
Creative Direction
Experiential Design
Art Direction
Custom Fabrication
Event Management and Production
Photo Production