ASTRID & MIYU STORE OPENING
When London meets Amsterdam… something magical happens.
When Astrid & Miyu arrived in Amsterdam, the brand celebrated the opening of its very first Dutch store with an evening centred around jewellery, creativity, and community.
Hosted in the heart of the De Negen Straatjes, the launch event brought together creators, editors, and fashion insiders for an immersive brand experience filled with sparkle, self-expression, and social-first moments.
Guests explored Astrid & Miyu’s signature offerings, from welded bracelets and piercings to fine-line tattoos, while discovering the brand’s newest collections inside the highly Instagrammable store. Live piercings and tattoos throughout the evening added to the energy, transforming the opening into more than just a retail launch.
IN ATTENDANCE
Editors from Vogue, Cosmopolitan, ELLE, LINDA., JAN Magazine, &C, and Fashionchick attended the launch alongside creators including Noor de Groot, Ella Dieke, Fleur Falkenburg, Victoria Vermeer, Nathalie Fengler, Hilda Sigurdsson, Imaani Noelle, and Evy Markovits.
OUT OF HOME CAMPAIGN
To build anticipation around the launch, So PR rolled out a city-wide out-of-home campaign for Astrid & Miyu ahead of the brand’s Amsterdam store opening.
Large-scale advertising columns across the city turned the upcoming launch into an impossible-to-miss moment.
RESULTS
Beyond the opening
From social-first creator content to editorial coverage across fashion and lifestyle platforms, the launch quickly gained visibility throughout the Dutch media landscape.
Magazines
Websites
Coverage included features and interviews across platforms such as Grazia, LINDA., Cosmopolitan, RetailTrends and FashionUnited.
