Mouratoglou for Celio, an influencer event

A store in the morning. A training centre in the evening.

A store turned into a Mouratoglou training centre

For the new Mouratoglou collection for Celio, Wild Buzz Agency turns a store into a training centre. At the Ternes store, 150 guests, including journalists, influencers, athletes and Mouratoglou’s friends, preview the collection before it goes on sale in all Celio stores in France from June.

Working in a shop that is open for business brings its own challenges. It opens in the morning, serves customers, then has to become a fully equipped event space within hours. Shelving and fixtures cannot be removed, so they have to be incorporated into the set or dressed. The shop layout must remain functional because the store reopens as usual the next day.

The training centre is an integral part of the experience. Instead of seeing clothes on a rack, guests see the collection in the setting it was made for. That is what makes the preview credible to athletes and journalists who know the sport.

We regularly turn retail spaces into event venues for Celio, including the Normal Player Cup influencer tournament, and for other retailers, as with the DCMJ x Eva Queen pop-up at the Forum des Halles.

A Paris influencer marketing agency that gets a collection in front of the right people

A preview depends on who is in the room. Bringing together 150 people, including journalists, creators and athletes, gives a sports collection an audience with a credible reason to talk about it.

The setting does the rest. A shop turned into a training centre becomes a medium in its own right. The images it produces reach far beyond the venue because every guest finds something worth showing.

Launching a collection, collaboration or product and looking for the right way to introduce it to the people who can influence its success? As a Paris influencer marketing agency, WBA creates the concept, selects the guests and produces the event.