FREE AGENT, located at the Walden Galleria Mall, is a spy-inspired men's and women's clothing store driven by strong marketing and film noir visuals. Combine the recent growth of demand for brick and mortar retail across the US with the intrigue of top media influencers like The Americans and Homeland. Add a surge of interactive avatar games. Then combine them all into a unique clothing boutique – called FREE AGENT. The location for this transformation is Buffalo, NY. Home to the first citywide electric light in the country, Buffalo, with its diverse population, venerable vintage buildings and close proximity to Canada, is finding a resurgence among Millennials. Buffalo is also the hometown of a 24-year-old entrepreneur, a Millennial himself. He brings to life a concept that is different, interactive and directly designed for Millennial mass consumption. It’s FREE AGENT: a clothier… a brand… an experience. Each month the brick & mortar store FREE AGENT will follow a fictional lead protagonist, a secret agent. Each month’s inventory features styles inspired by that character – and always a woman of interest. Using viral and guerilla marketing is vital to generating buzz about the store – and vital for expansion into new markets. Utilizing Buffalo’s festival-heavy seasons and music and art scenes, Free Agent will immerse its followers in a story that will take them around Buffalo (capitalizing on the growth of Geocaching), bringing to life its characters, and creating an overall shopping and live action experience unknown to the retail market.