90degrees recently mailed out a mysterious teaser item to 250 London agents with the intention of raising buzz and awareness around Maple + Midford, a new office and retail space in the heart of Fitzrovia.
A bustling district within London’s West End, Fitzrovia is home to an array of fashion, cosmetic and media brands – including the likes of Estée Lauder and Facebook – so we wanted to create a suitably stylish item that would also get people talking.
Perfectly (and fortuitously!) timed with a run of good weather, our Maple + Midford sunglasses landed on agents’ desks mid-May. Sporting subtle M+M branding on the arms and presented within a bespoke box and pouch, the sunglasses arrived with a simple, enigmatic message: “Spring/Summer Collection Coming Soon”.
The sunglasses have been well received, with many agents posting shots of themselves sporting their new eyewear to social media. A follow-up mailer will soon be sent out, announcing the launch of the Maple + Midford website and ‘solving the mystery’ with further details about this stylish new building.