Wall to wall Kate Spade in NYC

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Kate Spade will use blank wall space rather than tents to showcase its brand next week.

Eschewing the traditional venues of New York's Fashion Week, the accessories company-returning to its marketing roots when it relied on under-the-radar methods like wild postings-will project a two-minute film, "Blondie," on walls around the city.

The film, shot in Mexico City along with Kate Spade's fall ad campaign, features the model from the campaign losing her red Kate Spade bag and a little boy on a bicycle who discovers the bag and returns it to the woman with all its contents except for a blonde wig, which he joyfully dons for his continued careening around the city.

"We hope to capture the curiosity of the highly creative set that's in town for Fashion Week," said Marybeth Schmitt, VP-director of public relations for Kate Spade. "This will be like a breath of fresh air compared to the tents `cause there's no rush, no tickets to get in, you're just there."

Rather than project in "obvious" places like outside the tents or popular after-parties, Ms. Schmitt said Kate Spade will project the film Sept. 12-14 (on the last day it hosts a breakfast in its showroom for fashion buyers and editors) onto places like Lower East Side hot spots or hotels where fashion people are likely to gather so as not to look too "opportunistic." The film will also run in Kate Spade stores in the fall and on Plum TV, a channel that runs in a handful of exclusive locations including the Hamptons, Martha's Vineyard and Aspen.

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