Surgery held a series of events to celebrate the launch of Wrangler’s first global collection, ICONS.
Wrangler opened a pop-up shop on Brewer Street Soho for 5 weeks in February 2019 exclusively for their ICONS collection. The space
was set up as an immersive 1970s recording studio fit with authentic instruments, soundboards and furniture. Every Thursday evening, Wrangler and Surgery hosted Live & Loud, where musicians from various genres would perform to UK press, VIPs and influencers in- store. Musicians such as IAMDDB, Eats Everything from internationally renowned house music collective Boiler Room, Black Honey, Lil Silva, Benji, Juda and Council Records performed in-store to Wrangler-clad guests of Surgery and the brand.
The events were featured on The Mail Online, The Evening Standard, Hello! Magazine, HERO Magazine as well as multiple social media channels. This reached over 25,678,899 individuals with a PR value of £349,000.
Date: April 3, 2019