Tack Press Limited
7 Ability Plaza
Arbutus Street
London
E8 4DT
+44 (0)20 7249 1155
Chris Jones
Commercial Director
Liz Jones
Project Manager
A celebration of modern-day craftspeople, Tack Studio’s Community of Craft project for Shinola and Jocks&Nerds was a series of in-store events, live demonstrations and online stories exploring the importance of craft in the 21st century.
Based in Detroit, Shinola produces high-quality, American-made products. To promote the launch of its first UK store, the brand collaborated with Jocks&Nerds on a unique two-part campaign about the value of contemporary craftsmanship.
Tack Studio selected five American craftsmen living in the UK to be photographed and interviewed for the first part of the Community of Craft project with the resulting profiles published on jocksandnerds.com/shinola.
The second part of the project hand-picked five craftspeople from different disciplines to run pop-up shops in Shinola’s Soho, London, store. Globes, ceramics, resin vases, aprons and bells were all produced in-store as part of expert demonstrations open to the public.
Tack Studio organised an in-store launch party for the Community of Craft pop-up series. The intimate event saw 100 guests, including Jocks&Nerds readers, top-tier press and special guests, head to the Shinola store in Soho for an evening of music and shopping.
In support of the pop-up series, Tack Studio produced short films about two of its featured craftspeople: apron maker Nigel Ruwende and product designer Phil Cuttance.
Tack Studio maximised footfall into the Shinola London store by delivering a credible and engaging campaign through rich storytelling.
Bridget Russo, CMO at Shinola