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Marc Jacobs to trade perfume for tweets in London

Next weekend, shoppers in the British capital will be able to purchase the brand’s fragrance products without paying a single penny, provided they are willing to tweet with a specific hashtag.

The Daisy Marc Jacobs Tweet Shop pop-up store in New York was open for a (...)

The Daisy Marc Jacobs Tweet Shop pop-up store in New York was open for a few days during fashion week in February 2014. © Marc Jacobs

Located in Covent Garden, the Daisy Marc Jacobs Beauty Tweet Shop is a pop-up store that will only be open from August 15 to 17. And while pop-up stores are nothing new, this one stands out for its unique business model. No money will change hands, as customers will pay only in "social currency," meaning tweets with the hashtag #MJDaisyChain. Moreover, for each day the store is open, the brand will award a Marc by Marc Jacobs handbag to the Twitter user who posts the most original tweet with the hashtag.

To make the experience even more unforgettable, the brand is going all out with the location, where visitors will find beverages, a nail bar and a photo booth.

This is not the first time Marc Jacobs has tried out the concept. The designer opened a pop-up store based on the same business model in New York in February during fashion week.

The Marc Jacobs Beauty Tweet Shop in Covent Garden will be open from August 15 to 17 (10am to 8pm on Friday and Saturday, 10am to 6pm on Sunday).

AFP/Relaxnews

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