Alexandre Birman: Jungle Takes Over SoHo Store

Fooh concept details:

Merging rainforest with urban retail, this striking FOOH Ad transforms Alexandre Birman's SoHo storefront into a vibrant piece of the Amazon. The video captures the evolution of the boutique at 78 Crosby Street as lush tropical plants gradually engulf the facade, with ferns, vines, and indigenous foliage creating a dramatic contrast against the classic New York architecture. A shopper is seen entering the jungle-like entrance, symbolizing the journey "from the heart of the Amazon to the streets of New York." The campaign effectively showcases the brand's new Brazilian-inspired collection while creating an unexpected natural oasis amid the city landscape.