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DuPont Textiles opens Hotel Lycra

By Published on .

[Sao Paulo, Brazil] In a pilot program for the Lycra brand that may be extended to other fashion-conscious cities, DuPont Textiles & Interiors has opened Hotel Lycra in a chic Sao Paulo neighborhood. The two-story building houses a bar and restaurant furnished with Lycra-upholstered couches, a gallery with a "History of Lycra" exhibit and a store selling clothes, accessories and interior-design objects made from Lycra. Merchandise at the store will change every 30 days. In other moves, the company broke a $40 million global ad campaign with print ads in March and TV to follow this fall using celebrities and the tagline "Has It." The agency was Interpublic Group of Cos.' McCann-Erickson Worldwide, but the DuPont account is moving to WPP Group's Ogilvy & Mather Worldwide. DuPont is also sponsoring fashion shows in Sao Paulo, Asia and the U.K., where the British Fashion Awards will be renamed the Lycra Style Awards.
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