Kate Spade asks fans what joy means to them in pop-up campaign

Kate Spade has unveiled a pop-up store in Malaysia to launch its Fall 2024 collection. Under the theme "What does joy mean to you?", the pop-up invites fans to join a conversation about community, mental health and what it means to find joy.

It also aims to demonstrate the brand's shift of focus from selling products to fostering dialogue, encouraging reflection and promoting personal growth. As part of the pop-up, interactive elements such as a giant flip board encouraged attendees to share their thoughts on joy, creating a sense of community and connection around the theme of mental well-being. 

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At the same time, Kate Spade has partnered with CONTEN.T to implement "Superfan", a digital ID framework that transforms how the brand interacts with its audience. The Superfan app allows Kate Spade to recognise and reward users for every engagement, whether it's at a pop-up, during a campaign, or through an online interaction.

The Superfan app aims to go beyond the outdated model of generic loyalty programs as it creates personalised experiences that speak to individual consumers' interests and values. At the pop-up event, Superfan acted as a unified SSO system that streamlined check-ins, tracked participation, and delivered tiered rewards based on consumer actions.

Superfan verified attendees with a QR code upon entry, were able to track their progress as they engaged with the digital experience, and were rewarded with a free ice cream upon completion, which could be claimed using a unique digital voucher.

Last year, Kate Spade New York turned green with Pantone in celebration of its 30th anniversary.

Under the partnership, an official Kate Spade Green, which symbolises a refreshed and re-energised colour appearance, was created to pay homage to the Kate Spade brand heritage and at the same time set the tone for the brand looking forward, according to Pantone’s Facebook.   

The makeover transformed the iconic Kate Spade pink clover branding, packaging, and storefront to green, together with the introduction of an exclusive capsule collection. The collection included ready-to-wear, handbags, footwear, home products and accessories.

As part of the collection, a brand-new version of Sam Icon bag was unveiled featuring new Kate Spade green. The capsule also introduced a limited-edition journal and mug in the Pantone colour swatch.  

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