Sometimes a project comes along that you can instantly see another way of doing things. This was one of them. The TYC team spotted a chance to break all the rules ever set by all major global brands and give Converse the upperhand by putting the power on to the shop floor.
TYC’s passion and commitment to understand our culture and goals made them a natural part of our team. They pushed us to think beyond our initial scope of work — inspiring us to create innovative solutions that transform the marketplace
Marketing Director - Global Partner Markets
How do you engage partners all over the world to take onboard a new Converse concession with a 200 page playbook when English is a second language for most partners? You break the rules, embrace digital and put yourself in the shoes of the customer.
The TYC interiors team design the new concessions by understanding a key trends in retail and the need to respond quickly to the change in markets. They become the Masters of Modularity. The graphics team then designed an editorial playbook to capture the story of the concession and how to set it up.
But the game-changer was an AR App that allowed the partner to design their concessions in realtime, on the shop floor…within 5 minutes. The backend algorithms allowed the user to work only with components available depending on their inputs, then see it before their very eyes! It saved Converse weeks in design and sign-off time and has been embraced fully by the markets.