In the run-up to Abercrombie & Fitch's major new store opening in Lujiazui, Pure orchestrated a Christmas-themed link up with omnipresent chain cafe Wagas. Three Wagas locations were repackaged as concept stores with special A&F themed festive decorations, while a citywide special edition drink promotion created widespread exposure. This together with special gifting and social media activations has created one of the most talked-about collaborations of the season.
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Here, the minds behind Pure collate their impromptu musings, random inspirations and epiphanies borne of the deepest meditation.