SCANDAL Multibrand Clothing Store Launch
DATE
October – November, 2019
Client
SCANDAL Armenia
Service
Strategic Communications, Event Management
Category
Fashion & Retail
Overview
SPRING PR was entrusted with the strategic communications and full event management for the launch of SCANDAL, a multi-brand conceptual clothing store in Yerevan, designed to enter the Armenian fashion market with a strong, instantly recognizable identity. The project’s objective was to build brand awareness from day one and position SCANDAL as a bold new fashion destination defined by individuality, creative freedom and contemporary design.
The store brought together seven renowned Georgian designers — M.G. Megi Gabunia, Diana Kvariani, TEYÓ, INDIVIDUAL, CoMode, Tamar Sudzashvili, and Tmgroup Laboratory — presenting exclusive collections of women’s clothing and accessories. SCANDAL’s concept centered on personal expression, introducing “manuscript collections” where each piece was conceived as a unique creative statement, or “fingerprint,” rather than a mass-produced item.
Blending contemporary fashion trends across apparel, footwear, bags and accessories, the launch aimed to establish SCANDAL not simply as a retail space, but as a creative platform and meeting point for fashion professionals, opinion leaders and style-conscious audiences in Armenia.
Strategy
SPRING PR designed and implemented a comprehensive strategic communications campaign that reflected the brand’s provocative identity and supported its impactful market entry. The communications approach was built around positioning SCANDAL as a daring, concept-driven brand whose name, aesthetics and creative direction were intentionally “scandalous” — meant to attract attention, spark conversation and leave a lasting first impression.
Pre-launch communications played a key role in setting the tone. SPRING PR coordinated interviews with the brand founder, introducing the concept, philosophy and vision behind SCANDAL, while influencer outreach and targeted media relations were activated to build anticipation ahead of the opening. A bold creative photoshoot was developed to visually interpret the brand’s identity and serve as a core asset for media, digital and promotional use.
SPRING PR was responsible for the full creative concept and end-to-end management of the opening event. This included venue branding, visual design, vendor coordination, host management, speechwriting, and the orchestration of the event program, which featured a fashion show and dedicated video production to deliver a cohesive and immersive brand experience. Special attention was given to aligning every element — from scenography to messaging — with SCANDAL’s identity.
Throughout the project, SPRING PR managed influencer engagement and media relations across all phases, ensuring the presence of fashion industry representatives, celebrities and key opinion leaders. On the event day, the team coordinated on-site media work, interviews and content creation, followed by structured post-event outreach to sustain visibility and reinforce SCANDAL’s positioning as a new, confident voice in Armenia’s fashion landscape.