The new DKNYMEN fragrance will make its UK debut in Selfridges Oxford Street with a series of promotional stands installations created by retail experts Sheridan & Co. The launch starts in late February and will be in Selfridges for two weeks.

Sheridan & Co was appointed by brand owner Estee Lauder Companies after winning a 3 way pitch to create the flagship promotional in-store launch for DKNYMEN.  Sheridan & Co will also create the promotional campaign to launch the fragrance in eight  A sites in Boots and Debenhams in the UK in March.  The fragrance will launch across the UK in June.

Sheridan’s creative team took inspiration from the fragrance’s unusual grey-tinted glass bottle which is shaped like the iconic Flat Iron building in New York .   The design echoes the angular shape of this building and references the New York skyline featured on the packaging.

Sheridan has created four promotional installations for DKNY which are in key areas in Selfridges.  The first is set of four promotional shelves that shoppers will see as they walk in to the main entrance.  This features a New York skyline  in blue acrylic and displays the bottle and packaging.

The second is the Selfridges Arch which the consultancy has clad. Each side has inset blue acrylic shelving displaying the fragrance. Underneath a plasma screen plays promotional video.

The final promotional area is on the outside of the Gordon’s Bar in the menswear department.  A series of podiums and merchandising units sit in front of a backdrop of promotional photography.

About DKNYMEN Fragrance

DKNYMEN is inspired by all the city has to offer. The energy…A twist of bergamot and mandarin instantly gets you. The feeling of cool city rain shakes up the juniper and clary sage for freshness. The emotion…Fast, spicy notes of white pepper and cardamom fascinate. A downtown lavender vibe infuses with violet leaves, while wet jasmine drenches with sophistication. The man…Sculpted sandalwood combines with cedarwood and patchouli. The structure of modern luxury is redefined by orris and vetyver for a masculine edge.