Office Depot on Dec. 15 unveiled its new “store of the future” design that will roll out eventually to all locations and is designed to make the store and its products appeal to millennials. The other purpose of Saturday’s event is to highlight the brand’s new partnership with the 2013 X Games, and to help drive excitement for the brand’s activation there, which will be live in Aspen from Jan. 24 to 27.
The Denver event has been designed to bring the X Games to life in miniature for attendees. To do that, the brand will close off the street in front of the new store, and put up a half-pipe course, where a professional BMX team will do shows throughout the day. For some star power, celebrity skateboarder Ryan Sheckler will be on hand to hang out with area VIPs and invited guests, and also to meet-and-greet with the common attendees while signing autographs. The brand is giving away a variety of prizes on site, including Otterbox mobile phone cases, iPads and tickets to the X Games.
The aspen activation will highlight the brand’s technological bona fides. Inside the Depot Lodge, tech will adorn all the walls and seating areas, surrounding guests with touch screens and entertainment throughout the Games.
“We’re going after the millennials with the great products we have that they might not know about,” Jason Shockley, director of p.r. at Office Depot, told Buzz. “The new store is meant to invite customers to stay and interact with the store, rather than go in, get their stuff and leave. These events will highlight that goal.” Agency: Eventage, South Orange, NJ