The UK team at Momentum recently partnered with Primark to put perceptions to the test with the “Kim Parr” immersive social experiment. The experience invited fashion enthusiasts to the debut collection of fictional premium fashion label “Kim Parr” – an anagram of Primark.
Jamie Davies, UK Executive Creative Director, shared “This was an immersive theatre experience designed to strip away preconceptions.”
Read more in Campaign here.
(Source: Campaign)