Inventing KASH Shoes

Helium Ultra was contracted by Pinstripe’s Inc to launch a pop-up luxury shoe store concept in 2014 for Santana Row in San Jose, CA. What began with a Pinterest Mood Board evolved into a logo, brand, and full-fledged store concept.

Piggybacking on Zappos' emotional brand recognition (“Delivering Happiness”), KASH ran with the concept of “Wildly Beautiful Shoes.” Curating exotic and sexy high-heel shoes, the boutique quickly became a staple on Santana Row and renowned for its unique shopping experience that would ultimately crown Matthew Mountford as Santana Row’s dancing “Midnight Shoe Salesman.”

BRAND INCUBATOR SERVICES

• Logo & Identity Design

• In-Store Assets including store sign, shopping bags, & custom tissue paper

• Product Purchasing & Vendor Management

• POS Implementation & Inventory Management

ULTRA MARKETING

• Billboard Design & Implementation

• Fashion Shows

• Viral Social Video Architecture

While the traditional marketing strategies proved successful (billboard campaigns, fashion shows, and old-fashioned gorilla print marketing), it was viral videos shared by customers in the store that sent KASH Shoes, Ultra.

Realizing that KASH specialized in sexy shoes and that many couples were out late walking around after their dates, Matthew tested keeping the store open until Midnight one Friday night. The store ended up doing half of its day’s sales after 9pm, and a new trend was born.

Just two weeks later, Matthew started a tradition of cranking up the music after a purchase and dancing with the customers. The dances spread by word-of-mouth, and then through viral videos. Week after week, as the clock struck midnight on weekend nights, a conga of dancers could be found following Matthew around the store.

Santana Row’s Midnight Shoe Salesman was born, and a decade of luxury retail experience design was set into motion.