Engage the Luxury Summer Audience
Drive Social Visibility and Brand Interaction
Exclusive Curated Giveaways
Saks Fifth Avenue sought to deepen its connection with the Hamptons’ luxury consumer base through an engaging, shareable experience. The challenge was to seamlessly integrate the brand into the seasonal lifestyle of the East End while maintaining exclusivity and high desirability. Saks needed to create an activation that would not only boost in-the-moment engagement but also generate organic social reach and visibility. The execution had to be curated yet fluid, adapting to different environments while ensuring consistent brand presence.
Gradient crafted a multi-stop activation under the banner of “Saks Saves Summer,” bringing Saks Fifth Avenue to Montauk, Sag Harbor, and Bridgehampton. Each location provided a distinct experience tailored to its setting: SagTown Coffee Shop in Sag Harbor fueled mornings with complimentary coffee, The Barn in Bridgehampton offered hands-on bouquet-making and customized straw totes, while Navy Beach in Montauk delivered paddleboard lessons and exclusive Knowlita x Saks merchandise. Guests engaged with trained brand ambassadors who encouraged organic social sharing, amplifying brand awareness beyond the physical activations. The experience successfully positioned Saks Fifth Avenue as an integral part of the Hamptons summer, fostering community engagement and elevating its cultural relevance.
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