COS and creator Mubi marked the reopening of the brand's renovated Weinstraße flagship in Munich with a social-first campaign built around editorial content rather than traditional event coverage.

22 IMPACT managed Mubi's engagement as paid creator, negotiating usage rights across organic and paid social, boosting, and press throughout the EU. Mubi moved through the reimagined store interior and surrounding classical Munich architecture in a considered, restrained visual language that matched COS's design-forward positioning.

The campaign reached Mubi's lifestyle and culturally engaged Instagram audience through a carousel post and two stories, content that COS approved with explicit enthusiasm following a single round of caption amends.