When Fashion Goes Big: A Monumental Night time Projection Campaign in Paris

To promote its Homme & Femme Winter collections and mark the opening of its new boutique on the Champs-Élysées, an emblematic brand of ready-to-wear, The Kooples, has seen things (very) big. Our team has created an exceptional event campaign in the heart of the capital, combining visual spectacle, urban speaking and creative audacity.

Objectives: Own the streets and capture attention

This campaign was driven by two clear goals:

• Showcase the Winter 2023 collections in a bold, visually arresting way.

• Create buzz around the flagship opening on one of the world’s most prestigious avenues: the Champs-Élysées.

The challenge: break through the urban noise with a format that turns heads, sparks conversation, and makes a lasting impression.

The Concept: Giant night projections across Paris

To bring this vision to life, we deployed a spectacular and unexpected format:long-range night time projections displaying visuals over 200 m² on some of Paris’s most iconic façades.

Over 7 consecutive nights, from 6PM to midnight, the brand lit up the city with 5 different visuals, creating a rythm of surprise, engagement, and artistic presence.

Projection sites included:

• Palais de Tokyo

• Palais de Chaillot

• Opéra Bastille

• Rue de Rivoli

• Boulevard Saint-Germain

• The Panthéon

• Centre Pompidou

• Hôtel de Ville

Results: Visibility that makes an impression

This campaign delivered:

• Consistent, high-impact visibility in key high-trafic zones

• A unique, immersive brand experience at urban scale

• A standout event that aligned perfectly with the brand’s upscale and bold identity

Proof that urban spectacle still drives engagement

This activation proves the power of large-scale experiential marketing when it transforms public space into a living media platform.

It shows that brands can rise above traditional formats with unexpected, emotional, and spectacular urban campaigns.

At Alternacom, we believe in crafting bold, tailor-made experiences that turn public space into brand territory.So, what if your next campaign was the one lighting up the city?