Happy Not Perfect x Saks Fifth Avenue
This partnership was built around a genuine brand belief: that a luxury retailer has a role to play in the cultural conversations its customers actually care about.
Working with mindfulness app Happy Not Perfect and its founder Poppy Jamie, I designed a multi-city experiential campaign timed to World Mental Health Day that brought the app's philosophy to life in physical retail. The concept was simple — translate a digital experience into something people could walk into, feel, and remember — and the execution had to match the quality standards Saks' clientele expected.
The activation launched at the New York flagship with a week-long pop-up that included a media night, trap yoga, a soundbath, and mindfulness seminars. It then traveled to Boston and Washington DC in partnership with women's organizations, and closed in Los Angeles with a mental health-focused dinner at the Sunset Tower Hotel, hosted by Poppy Jamie and attended by celebrities and advocates including Adam Scott, Julianne Hough, Suki Waterhouse, and Zak Williams.
The campaign earned coverage in WWD and Vanity Fair and established a blueprint for how Saks could show up authentically in cultural conversations beyond fashion — using the store itself as a platform, not just a backdrop.
