Fake flowers are a thing. Who knew, right?
Trick question. WE knew! In fact, we knew so much that we went out and bought quite heavily into this emerging interior design trend. And as you know, when you buy heavily into something, you’ve really gotta honor that investment with some no-holds-barred branding and marketing. So that’s what we did, creating a standalone pop-up shop called UO Flower Mart that would announce our flower power to the world. It caused quite a stir over one weekend in Soho, resulted in a whole bunch of IG activity, picked up some very nice press, drove business better than we could’ve dreamed, and ultimately raised the reputation of the UO brand in the home decor space.
