UPR's portfolio contains a great variety of brands, covering different price ranges and styles. Our showroom is always open for press, stylists and celebrities so they can 'shop' for a desirable look.


Tess van Zalinge SS17 fashionshow

In 2014 Tess van Zalinge participated in the MOAM collection for HEMA and went on to start her own label the next year. UPR was asked to organise her second fashionshow on Mercedes-Benz Fashion Week Amsterdam for the SS17 collection. UPR arranged a rich guestlist, the organisation of the fashionshow and a Snapchat reporter on scene to document and share the backstage and frontrow activity of the night. The collection will be showed in the UPR showroom.


Otentic Perfumes Amsterdam store opening

Otentic Perfumes was looking for a partner in PR to open their first store outside of Belgium. On June 28th we officially opened their Amsterdam store on the Keizersgracht 233. UPR organised the official store opening, press invitations and entertainment at the launch working with partners like Amsterdam Brewboys, Het Polaroid Meisje and Models at Work.


Swatch POP up gallery

For the international campaign of the introduction of the new Swatch POP watch, UPR set up art collaborations with three upcoming Dutch (digital) artists: Amanda van Effrink, Marijke Buurlage and Rik Oostenbroek. In their own signature style they were asked to incorporate one of the new and versatile Swatch POP watches, the results were amazing and were posted only on Instagram. 
To showcase these collaborations, a Swatch POP Up gallery was set up for one day where online and offline press and Swatch Club members could check out the collection and artworks. During the event the artists were asked to finish the last artwork in their collaboration. 


UPR Beauty Day

At UPR's Beauty Day we invite our friends over to get a glimpse of all the new products, campaigns and brands like M.A.C Cosmetics, Weleda, Moroccanoil, Otentic Perfumes, Bite Away and Herpotherm.


UPR FW16 press day

To celebrate the new FW16 collections, new additions to our showroom and the UPR's Sweet Sixteen we invited stylists, editors and friends for drinks and bites on the afternoon of our Press Day.  


UPR showroom FW16 collections

We welcome the new Fall Winter collections of our brands in our showroom. Next to this we are happy to introduce a couple of new brands to the showroom: La Maison Nouvelle tailored lingerie, Patrizia Pepe, Catarina Martina shoes and HEMA kids fashion and women's lingerie.
Come by anytime to check out the new collections for your upcoming productions.


UPR #DigitalSeeds event

On March 31st we organized the SS16 edition of our social influencer event #DigitalSeeds with some of our brands like Marc O'Polo, Swatch, Gaastra, Tosca Blu, Pepe Jeans, WE Fashion, TOMS, Drykorn, Marchon (Chloé and G-Star eyewear), Moët Chandon and SodaStream. Social influencers had the change to participate in an interactive workshop by colour expert Frank Visser of Studio IJM and Stephanie Rammeloo of Dreamboat and multiple workshops and activations from our brands. 

Watch a video of the event here.

Video by SMIT Films

Photos by Kirsten van Zanten 


UPR Beauty Day

In December, we organised a beauty event for print and online press in our showroom. Several beauty brands participated, as M.A.C Cosmetics, Weleda, StarSkin, Clarisonic, Zzazen and WE Fashion. 

Video by SMIT Productions
Photos by Isidoor van Esch


Opening Liu Jo Store

We organised the store opening of Liu Jo in the PC Hooftstraat, Amsterdam. Press was invited to a inimate dinner before; in the store guests could get their Liu Jo jeans customised; and we ended the celebrations in style with an after party at Sauna Deco.

Photography by RVDA


Cheque Donation M.A.C Cosmetics X Orange Babies

In the context of World Aids Day 2015, M.A.C Cosmetics and Orange Babies organised a special Cheque Donation in de Bijenkorf in Amsterdam. M.A.C Cosmetics handed Orange Babies a cheque of € 212.000. Afterwards, the film that was made during the Cape Town Tour in November 2015, was shown to the guests. 


Global Denim Awards 2015

The second edition of the Global Denim Awards took place at 'het Westgasterrein' in Amsterdam. Eight collectives of designers and mills showed their capsule collections to more than 750 denim professionals from all over the world.


UGG Classic Escape

We escaped the busy city life and went to a beautiful villa, just outside of Amsterdam, where we enjoyed a delicious lunch (made by Guts & Glory) and got the full UGG experience. 


Paul Smith Exposition - 1 Coat, 23 Portraits

In the Paul Smith Amsterdam store we hosted the launch of ‘1 Coat, 23 Portraits’, an exhibition conceived and curated by Maria Helene Kublin and photographed by Floor Knaapen. The exhibition consists of twenty-three portraits of individuals from Amsterdam, with just one constant: a wool overcoat from Paul Smith’s AW ‘15 men's mainline collection

1 Coat, 23 Portraits’ is available to view at Paul Smith Amsterdam from October 29th to November 19th, 2015.


Sandro Paris Store Opening in Amsterdam

We opened the first Sandro Paris store in the Netherlands, located in the P.C. Hooftstraat, Amsterdam. An evening filled with stylish people, delicious drinks and cool tunes. 


Digital Seeds 2015 - UPR Winter Paradise

This month we organised our bi-annual Digital Seeds event in the UPR showroom. Over 40 guests were introduced to a selection of our clients and we enjoyed nice drinks, bites and music. 


FW15 Trend Presentation for MAC Cosmetics

During this exclusive event, organized for professional beauty journalists, the new make-up trends where presented by well-known international MAC Cosmetics make-up artist Balthazar Gonzales.


Kiehl's x Selwyn Senatori

We celebrated the launch of Kiehl's limited edition Ultra Facial Cream at the Kiehl's Art café by Selwyn Senatori at the Bijenkorf in Amsterdam. Selwyn Senatori designed the cover of Kiehl's Ultra Facial Cream, which proceeds will go to Trees for All. For every Facial Cream that is sold, Kiehl's donates one tree to charity Trees for All. 


One Day Without Shoes by TOMS

This year we celebrated the 8thannual edition of TOMS' One Day Without Shoes campaign by organising a Barefoot Walk through Amsterdam. It was a great success; for every picture posted on social media, along with the hashtag #withoutshoes, TOMS gave a pair of shoes to a child in need. The result of this year's campaign is 296.243 children in need who will receive a new pair of shoes. 


Opening Hackett London Concept Store

Jeremy Hackett officially opened the first Dutch Hackett London concept store in Amsterdam. We welcomed over 200 guests who could take a glimpse of the new collection and store while enjoying tasty bites, good drinks and a live performance of Geza Weisz and Manuel Broekman.



The UPR SS15 TOUR AMSTERDAM was the first event in 2015 as part of our #UPRDIGITALSEEDS program. We felt that the market is struggling with footfall to the stores and we decided to host an event where we will visit the stores together with all online influencers. The feedback has been so positive and a lot of articles regarding the stores were published. Enjoy our film.
 opens its first store in Amsterdam

The launch of Every Day Counts and the opening of their first store in Amsterdam was a great reason to celebrate. The official launch party was held at a very fancy location near the IJ Amsterdam, overlooking Amsterdam with an amazing view. While being entertained by the live tunes from Bella Hay tout fashion Amsterdam enjoyed the new collection. brings modern simplicity to men's and womenswear delivering premium styles affordably.




TOMS store opening

TOMS officially opened its first European flagship store in the ‘9 streets’ in Amsterdam. While enjoying a Tommy’s Margerita or a Chukka cocktail you could see a one of a kind piece of art come to life, painted by the well-known artist and TOMS lover Selwyn Senatori. Blake MyCoskie welcomed all guests in person while singer and songwrite Ntjam rosie gave a live performance. Everything underlined that TOMS likes to mkae you feel at home in the store.



Dr.Martens Store Opening

Dr.Martens opened the first Benelux Store in Amsterdam last July. To celebrate this event we invited the coolest crowd to the official launch party in August. Dr.Martens is known for their rich history and the brand makes a revival at the moment. Dr.Martens stands for creativity and individuality. UPR helps them on daily basis connecting with the right audience.

Pictures: Sheeza Hoo



Orange Babies

Every year UPR and Orange Babies organize the “Orange Babies Gala”, which is an event that takes place on different locations each time. The goal of the gala is to raise awareness for the projects of Orange Babies and to collect money to help this organization to achieve their goal of helping pregnant women with hiv and their babies.


Ever since the beginning of UPR in 2000, we have stood for honesty, reliability, results and no nonsense. Our multilingual team consists of a team of talented and experienced consultants with diverse professional backgrounds. This dedicated team consistently knocks the ball out of the park for our clients. We don’t have one magic formula, because each company, and every product, is unique.
UPR caters to luxury lifestyle, travel, fashion and beauty clients and has worked with industry leaders within each of these categories. From beginning designers who want to make their mark to well-established brands who have made their mark, high-end goods to consumer goods, we help clients succeed.
Take a look at some of the work we've done!