DKNY/Donna Karan.
The high profile American fashion brand.
2001 – 2002
To produce consistent and edgy music programming for DKNY stores across the USA.
Music Concrete devised a two-stranded strategy for the DKNY store music. Firstly, we produced a list of commercial CDs that could be used during the quieter times of the day. However, for the peak periods it was felt that bespoke mix CDs would be able, more precisely, to communicate the right feel for the DKNY brand – high energy, modern, forward looking.
The combination of a music library of shop-bought CDs and custom CDs gave DKNY a highly cost-effective way of filling long store trading hours. Targeting bespoke mixed CDs at busy times made the most effective use of these more expensive elements.