On the SugarCity area in Halfweg, where there used to be a sugar factory, a new shopping walhalla has been realized by Neinver. To spread the word of the opening of Amsterdam The Style Outlets, ID310 developed a special guerrilla action and mediagenic opening. A week before the opening day, a remarkable caravan suddenly appeared in the city centre of Amsterdam. It was a shiny golden Land Rover followed by the golden letters SUGAR. Curious bystanders scanning the QR code found out that the very first outlet of the Randstad was opening its doors. With the golden features from the identity, a striking decor was produced that paraded through the heart of Amsterdam. The sparkling caravan of 18 meters long attracted a lot of attention and generated high visibility. Then it was time for the grand opening! The official act was performed by representatives of Neinver and Gemeente Haarlemmermeer. Then a graceful woman appeared in a spectacular golden dress and she rolled out the symbolic carpet for the first visitors.
NEW SUGAR, NEW YOU!