The Launch of Kataoka's Flagship Store


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The Launch of Kataoka's Flagship Store

On its way to becoming Japan’s first heritage fine jewelry brand, kataoka successfully creates modern day heirlooms of the highest quality without sacrificing the romantic narrative of jewelry. 

A-B-D was tasked to develop the launch campaign to introduce kataoka’s flagship store in New York City.  For kataoka their main goal was to create awareness while keeping a sense of intrigue and mystery around the location. 

Through targeted guerrilla marketing, A-B-D looked to drive engagement to both social media and on a tease microsite that, in tongue-in-cheek fashion, hinted at the Japanese brands expansion stateside. With the opening of their first U.S flagship store at 176 Franklin Street in Manhattan’s TriBeCa, kataoka looked to put emphasis on the store as a destination.




We created campaign and marketing materials around the store's address to create familiarity with the location and continue to drive that point home. Through the creation of a tease Instagram account utilizing romantic language indicative of their ethos and a website to match, we looked to capture the local New York audience to resonate with.





A-B-D developed specific new product photography to speak to this new audience. With the United States, specifically New York, equating to a large sales demographic, kataoka wanted to speak to their new home. The photography has become the visual language of the New York City flagship.