SOUND MARKETING - OFF-WHITE - IMAGINARY FM - PARIS

Off-White surfs the airwaves

There's no stopping Virgil Abloh! After creating Imaginary TV last season, the designer is asserting himself as a master of digital innovation by launching Imaginary FM: original musical content broadcast from the new Off-White flag-ship on Place Vendôme.

For this occasion, two Volkswagen combis entirely branded in neon green - a signature colour of the brand which has the advantage of being recognisable from afar - and street art style graffiti, were put into circulation in the trendiest districts of the capital. Beyond the visual "wow" effect, the two vehicles are equipped with retro loudspeakers that continuously broadcast Virgil Abloh's new radio channel.

The campaign was surprising and disruptive, appealing to both fashion lovers and Parisian passers-by, who didn't hesitate to take pictures with the combis to keep a souvenir of this unique experience.