New York-centric KIERIN NYC is set to take a disruptive approach with its UK expansion.
Having chosen London’s Boxpark Shoreditch to launch their fragrance range in the UK, Kierin NYC is targetting “young urbanites of all ages with a fun filled, digital in-store experience”.
"I love N.Y. and believe in the beauty of each individual. It is people, their diversity and energy, that make New York City what it is," says Mona Maine de Biran, the co-founder and president of KIERIN NYC. "Ours is a participatory, multi-sensorial approach, which makes it quite innovative for the fragrance industry and sure to appeal to people looking for a new kind of fragrance experience."
So how do we take an artistic, creative and intrinsically New York brand and give the press and consumers that New York artistic flavour?