The Idea
The Empty Shop.
A popup store in Sandton City, where you bring clothes to the shop instead of taking them away from the shop.
Donations are turned into fashion looks and fill up the space during the day. At night, the shop is emptied out to receive more donations the next morning. All donations and proceeds go to the Hospice Charity.
Items that have been donated can be bought from the Hospice secondhand shops for a limited time before they are donated to Hospice Wits in Gauteng for distribution.
Empty Shop Website
The website and social component of the Empty Shop campaign was based around the tale of a discarded piece of clothing.
We depicted the life of this piece of clothing in an animated video, showing the item's birth (being bought) and loved by it's owner and after a while losing it's favouritism with it's owner and finally being discarded, losing it's worth at it's stored in the back of their owners cupboard.
The tale then sees a beautiful turn, as the item is given a new lease on life as it's donated to the Empty Shop and once again becomes someone's favourite item of clothing and regaining it's own sense of worth.
Through this video we encouraged donators to share their item's stories and gave them the option to find out where their item was sent and what change the item made to someone's life.
Related Links:
http://www.elle.co.za/sandton-citys-empty-shop-open/
http://sandtonchronicle.co.za/105827/the-empty-shop-is-a-big-hit
http://www.bizcommunity.com/Article/196/356/120736.html
http://www.news24.com/Archives/City-Press/Cool-concept-Sandtons-empty-shop-20150430
