In October 2014, renowned Brazilian jewellers Frattina celebrated its 70th anniversary with a new flagship opening. The store is located at the famous Oscar Freire street, in Sao Paulo. The boutique’s façade received an art intervention signed by the celebrated graffiti artist Eduardo Kobra, who re-created an ancient façade of the very first Frattina’s shop – established during the 1940s in the city’s old downtown area – in a realist black and white painting.
For two weeks, shoppers, pedestrians, tourists and passers-by had the opportunity to watch the open-doors live performance, which not only caught peoples’ attention by its grandeur as well as for its fresh and unusual concept. The action generated strong repercussion in the most important national medias of the country, such as Globo Television, Veja São Paulo magazine, O Estado de S.Paulo and Folha de S.Paulo newspapers. Before the official public opening, a select guest list of journalists and fashion stylists were invited to attend an exclusive in-store brunch to visit and to get to know the new flagship first hand. From this event on, an impressive buzz was generated throughout fashion and luxury social networks with the hashtag #frattina70anos, but also stories were published in print and online. The celebration continued for five more days when Frattina threw a couple of cocktail parties dedicated to customers, clients, friends and celebrities, which have generated further spontaneous media coverage. The idea and coordination of Frattina’s 70th anniversary project was entire responsibility of StandPress.