Bringing Madewell back to its roots in denim while appealing to the brand’s core demographic of female Millennials, TH conceptualized, designed and produced a college-focused mobile tour, inspired by the brand’s rich heritage and love for all things Americana. A 1970s Airstream provided the base for a pop-up retail environment, retrofitted to mimic the interior of a Madewell store, complete with worn wooden flooring, rustic furnishings and antique accents. Guests at each stop were invited in to experience the brand’s various denim styles via custom displays, an expert consultation and personalized fitting. A braid bar with a menu in line with the brand’s denim fits – Skinny Skinny, Boyfriend, etc. – provided a unique engagement for attendees while a custom microsite and social media contest encouraged fans in each city to find one of five golden tickets worth $100 in merchandise.