Swedish-born high street fashion brand Lindex has a 60-year history of accessible and affordable Scandinavian-style fashion. Its 470 stores span the globe from Saudi Arabia to Iceland. In 2015, the brand launched its first UK store in London’s Westfield Shopping Centre. We created mass awareness in its new market via a series of press engagement and education activities that included an intimate press dinner and one-on-one exclusive store previews ahead of the launch. A press trip to the brand’s native Sweden immersed media in the Lindex world and ensured storytelling depth resulting in social hype and column inches that delivered increased brand interest and sales.