For the launch of The Rare Walk, Loro Piana’s luxury footwear collection and pop-up store in New York’s Meatpacking District, RXM created a refined luxury store opening activation blending live performance, branded content, social media, and cultural storytelling.

To bring the collection’s comfort and versatility to life, we partnered with the David Parsons Dance Company on a custom choreography performed at the store opening and extended through digital, social, website content, and a week-long presence at The Joyce Theater.

The activation turned a luxury retail launch into a memorable cultural moment. A spontaneous rehearsal outside the pop-up became one of Loro Piana’s most-watched organic videos, reaching +50,000 organic views in the first week of launch.