The Daisy Marc Jacobs Tweet Shop opened yesterday, with a no cash rule - all transactions are based on social media use. When you share a post on Twitter, Instagram or Facebook with the hashtag #MJDaisyChain and show one of the staff members at the counter your phone screen with the post, you get to claim an item of your choice (one item per visitor), including Daisy rollerballs and deluxe fragrance samples. The most creative instagram photos throughout the day have a chance to win a Marc by Marc Jacobs handbag.
The social-media friendly Tweet Shop includes a lounge, drinks and wi-fi. It features Daisy-themed artwork by Langley Fox, Marc Jacobs Beauty manicures, a live Daisy photo booth and DJ set by DJ Jilly Hendrix and complimentary coffee and tea from Bluestone Lane Coffee Shop. Products, fragrance samples and Marc Jacobs fashion items and accessories are on display.
The debut of the Tweet Shop will be accompanied by a new print campaign for Daisy, which follows the recently released TV spot directed by Academy Award-winning Sofia Coppola.
The Tweet Shop is the first retail operation in beauty to use "social currency" as the only means to make purchases.
The 1,746 sq. ft. pop-up is located in SoHo at 462 West Broadway, open to the public through Sunday, February 9th from 11:00AM - 7:00PM, during New York Fashion Week.
- Kim Weling