This was a guerilla campaign run by Cayenne Communications for fashion concept store SPRMRKT. A takeover of the Albert Heijn supermarket chain was staged in the form of an impromptu fashion show--a perfect concept for SPRMRKT's punk fashion.
Shoppers were not warned, and on the video you can see some really surprised faces. Models marched about the aisles--no doubt alarming strangers as they shopped for their toilet paper and cheese.
Implications - Modern consumers require more of a shock value to keep them interested. Products that feature an unconventional element are appealing to those who desire entertainment regardless of what they're doing. In order to stay on the cutting edge, companies could focus on integrating the most innovative aspects into their items.
Supermarket Aisles as Catwalks
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