Blending art with fashion in a highly experiential way, TH designed, fabricated, permitted and produced an interactive wall covered in 15,000 branded magnetic buttons built to ignite curiosity within everyday New Yorkers. To increase the wall’s exposure, the activation was placed on the busy north end of NYC’s Union Square. Here, consumers were encouraged to take buttons labeled with bite-size mantras off the wall and socially interact with the brand by sharing their experience via Twitter using the dedicated hashtag #VeryPerry. Perry Ellis’ colorful and inspiring creative lie beneath, acting as the big reveal once all of the buttons were removed.

1 activation day
15,000 branded buttons distributed
336,404 visual impressions