Alex Johns speaking at The Shopping Centre Conference 2011
Published: 01 February, 2011
Alex Johns, Managing Director, Brandnew Corporation
Working as an organiser on the inaugural London Triathlon in 1996 – now the largest Triathlon in the world – inspired Alex Johns to push back the boundaries in business. This journey culminated in May 2010 when he set up Brandnew Corporation, becoming managing director.
Brandnew brings innovative, challenging thinking to the creation of better brand and shopper experiences by marrying creative magic with business logic.
It is a recipe that has seen the company appointed to ground-breaking projects. In autumnlast year Brandnew created a temporary store in Covent Garden for Maybelline New York; a high profile event linked to London Fashion Week and the first time L’Oreal had ever retailed product direct to the public. This year, BBC Worldwide asked Brandnew to create, manage and market the retail operation for its flagship Dr Who Experience at Olympia. Designed as a seamless part of the Doctor Who Exhibition and Experience – an unprecedented and hair-raising walk-through for fans – the shop is open until November. It is the first time BBC Worldwide has run a stand-alone shop dedicated to a single TV brand.
Previously, at agency iblinkworld, Alex was the architect behind newly crowned world champion Jenson Button’s arrival at Bluewater – an award-winning shopper and media event that saw Jenson racing around a specially cordoned circuit on behalf of Virgin Media.
