To celebrate VEJA’s arrival in Copenhagen, we designed a 360° launch that unfolded across three connected moments. The journey began with an intimate dinner at the newly opened store, where selected press, stylists and friends of the brand were invited to experience VEJA’s vision and values in a close and authentic setting. This was followed by a community run that highlighted VEJA’s dedication to running culture, bringing together local enthusiasts, creators and press in an energetic and inclusive event. The launch concluded with a lively store opening party, filled with music, drinks and a buzzing atmosphere, which officially welcomed VEJA to the city and gathered press, influencers and Copenhagen’s creative crowd. Together, these three layers created a holistic activation that introduced VEJA to the Scandinavian market in a way that was authentic, community-driven and culturally resonant.