We took over a former Armani store and stock it with $19.99 pumps and $39.99 boots. Then we invited groups of influencers to the grand opening of “Palessi” and asked their opinions on the “designer” wares.
Party goers, having no idea they were looking at discount staples from the mall scene, said they’d pay hundreds of dollars for the stylish shoes, praising the look, materials and workmanship. Top offer: $640, which translates to an 1,800 percent markup, and Palessi sold about $3,000 worth of product in the first few hours of the stunt.
Palessi became the #1 PR story of 2018, with more than 8 billion of earned media. It was featured on Good Morning America, Forbes, CNN, Hypebeast, Funny or Die, AdWeek, we even had the honor to be praised by Johny Knoxville, the "king" of pranks.