The Swap Club
Clothing swaps for about twenty people at a time.
Part of our community-led work in Amsterdam: evenings where retail was in the room, but never the whole point.
The problem
Most events measure success in headcount. The Swap Club keeps its swaps small on purpose: about twenty people at a time.
The insight
Everyone contributes something, so everyone has an opening line. Small capacity reads as a feature. Twenty people bringing something can be worth more than two hundred people passing through.
What we decided
Guests arrive with something from their own wardrobe, then swap, browse, have a drink and stay. The community quietly becomes part of the inventory. We planned the swaps with The Swap Club.
What happened
Small swaps where every guest is also a supplier, and nobody has to think of a reason to start talking.