New York
Global Branding Istanbul

The Background
After five years in department stores in the U.S. market, Turkish jeans maker Mavi was ready to take the next step, and create a live experience of their brand. Reflecting the growing maturity of the brand, Mavi was looking to open a flagship store in New York City to develop a more visible profile, and meet the expectations of its rapidly expanding customer base.

Pompei A.D. was commissioned to develop a concept along with a cultural program for this flagship store. Pleased with Pompei A.D.’s initial approach, the Mavi team engaged the firm to develop a global marketing strategy as well as a brand management strategy. This included developing Mavi’s magazine print campaign, mailings, innovative trade show booth design, outdoor media and grassroots campaigns, in order to reinforce the brand’s unconventional approach and appeal to its core customer base. The Client
Mavi Jeans was founded in 1991 in Istanbul, Turkey. The brand designs a full jeanswear collection for young men and woman and is sold in over 4,600 stores internationally. Mavi strives to capture a sexy, breezy Mediterranean attitude in their collections, and their “Perfect Fit” philosophy is about fitting the body and the culture.

The Concept
The concept behind the Union Square location of Mavi’s Flagship store, was the merging of Mavi’s Mediterranean roots and traditions, with the spirit of the downtown neighborhood.

For Mavi’s global branding proposal, Pompei A.D. wanted to articulate a clear psychological profile of the Mavi costumer. This was achieved by building the multi-cultural and Mediterranean qualities of the brand, integral to its product and the attitude.

The Design
Pompei A.D designed a highly customized and personalized space, creating a visually engaging, utilitarian destination for the community. The simple fixturing was inspired by the artist’s easel and the weaving loom; the wide plank floors were left unpolished and laid out with seams evocative of canvas fabric.

The brand experience begins with an expansive view of the interior from the street. Refurbished architectural features, handcrafted fixtures, and art installations reflect the colorful history of indigo dyes, and the variety and creativity of the denim styles and finishes. Sol’ Sax, a New York artist, was commissioned to create denim “totems” throughout the upper floor. Works of other young artists, peers of Mavi’s customers, such as Libby McGuiness, Force Field and Eli Sudbrack are exhibited throughout the store and gallery.

The Result
Communication Arts Magazine noted that the Mavi boutique “features [Pompei A.D.’s] hybrid design philosophy of commerce, culture and community and incorporates a complex layering of materials.”

Mavi’s opening night party introduced its potential clients to the exciting work of emerging artists, DJs and filmmakers. In addition, the store introduced a weekly schedule of ‘Maviland’ activities, including yoga classes and film screenings. This essentially transformed the space into a comfortable, engaging youth hangout, remaining open long after most retail stores have closed for the day.

“We’ve created a public space within a retail space to reflect the store as a place of exchange, products, ideas and creativity,” notes Ron Pompei. “That’s why 75 percent of Mavi is devoted to product, leaving room for culture and community, to build authentic relationships with people. The cultural programs provide MAVI with insight into the customer’s lifestyle, while keeping the store content fresh and interesting. These programs also afford Mavi the opportunity to forge a deeper and more meaningful relationship with its customers and to make a genuine contribution to their customer’s culture.”

The Pompei A.D. flagship design has provided the prototype for other Mavi stores.

Pompei A.D.’s branding proposal for Mavi assisted the brand in developing authentic relationships with customers, and generating greater brand loyalty than can be accomplished with conventional advertising alone, resulting in increased revenues globally.