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Mercedes Benz Fashion Week 2015 Event Proposal

The aim was to create a proposal for the 2015 Mercedes Benz Fashion Week event in Madrid, Spain.

Contributors:

Lamya Zalfa M.
Kim Palita Wienands
Manaal Oomerbhoy
Eric Rivas
Ignacio Cifuentes

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Mercedes Benz Fashion Week 2015 Event Proposal

  1. 1. MBFW MADRID by
  2. 2. CONTENTS 01 General Info. 02 Event image 03 Mercedes-Benz Space 04 Interactive Installation 05 Supplier Suggestions 06 VIP Guests
  3. 3. 01. GENERAL INFO. 01 General Info. 02 Event Image 03 MB Space 04 Installation 05 Suppliers 06 VIP Guests
  4. 4. BACKGROUND For two years now, Mercedes Benz, following the trend in international communication, is trying to expand its brand, to try and change its image of a classic and expensive car and conquer the young, female market. The tip of the lance of this change of direction in the brand is the new A-Class, new CLA and new model GLA that are targeted at a very different segment than its earlier products. To do so, Mercedes Benz is paying for the name of the catwalk (naming) and uses it as the medium to broadcast its messages, present its products and carry out public relations actions to a kind of audience to which it earlier didn't have easy access to. Mercedes-Benz gives the name to about 44 fashion platforms all over the world as NYC, Miami, Moscow, Zurich, Japan, etc. 01 General Info. 02 Event Image 03 MB Space 04 Installation 05 Suppliers 06 VIP Guests
  5. 5. OBJECTIVES • Brand awareness among the public and credibility associated with the fashion industry. • To present the new GLA model in the fashion sector. • Generate PR actions with celebrities and opinion leaders. • Data recruitment • Increase consideration target in 25-35 y.o 01 General Info. 02 Event Image 03 MB Space 04 Installation 05 Suppliers 06 VIP Guests
  6. 6. 01 General Info. 02 Event Image 03 MB Space 04 Installation 05 Suppliers 06 VIP Guests
  7. 7. 02. EVENT IMAGE 01 General Info. 02 Event Image 03 MB Space 04 Installation 05 Suppliers 06 VIP Guests
  8. 8. KEYWORDS 01 General Info. 02 Event Image 03 MB Space 04 Installation 05 Suppliers 06 VIP Guests LIGHT COLOUR KALEIDO SCOPE PRISM SPECTRUM ILLUMI NATION GLOSS SHINE POP COLLAGE MAGIC
  9. 9. KEYWORDS 01 General Info. 02 Event Image 03 MB Space 04 Installation 05 Suppliers 06 VIP Guests LIGHT COLOUR KALEIDO SCOPE PRISM SPECTRUM ILLUMI NATION GLOSS SHINE POP COLLAGE MAGIC
  10. 10. IMAGE CONCEPT: KALEIDOSCOPE 01 General Info. 02 Event Image 03 MB Space 04 Installation 05 Suppliers 06 VIP Guests
  11. 11. KALEIDOSCOPE 01 General Info. 02 Event Image 03 MB Space 04 Installation 05 Suppliers 06 VIP Guests "kaleidoscope" is derived from the Ancient Greek καλός(kalos), "beautiful, beauty", εἶδος (eidos), "that which is seen: form, shape” and σκοπέω (skopeō), "to look to, to examine”, hence "observation of beautiful forms." -wikipedia-
  12. 12. MOOD BOARD: KALEIDOSCOPE 01 General Info. 02 Event Image 03 MB Space 04 Installation 05 Suppliers 06 VIP Guests
  13. 13. MOOD BOARD: LIGHT SPECTRUM 01 General Info. 02 Event Image 03 MB Space 04 Installation 05 Suppliers 06 VIP Guests
  14. 14. MOOD BOARD: COLLAGE 01 General Info. 02 Event Image 03 MB Space 04 Installation 05 Suppliers 06 VIP Guests
  15. 15. FORMATS 01 General Info. 02 Event Image 03 MB Space 04 Installation 05 Suppliers 06 VIP Guests
  16. 16. 01 General Info. 02 Event Image 03 MB Space 04 Installation 05 Suppliers 06 VIP Guests IMAGE MOCKUPS
  17. 17. 01 General Info. 02 Event Image 03 MB Space 04 Installation 05 Suppliers 06 VIP Guests OUTDOOR ADVERTISING
  18. 18. 01 General Info. 02 Event Image 03 MB Space 04 Installation 05 Suppliers 06 VIP Guests PRINT MEDIA
  19. 19. 01 General Info. 02 Event Image 03 MB Space 04 Installation 05 Suppliers 06 VIP Guests ONLINE PUBLICITY
  20. 20. 01 General Info. 02 Event Image 03 MB Space 04 Installation 05 Suppliers 06 VIP Guests EVENT PASSES
  21. 21. 03. MERCEDES-BENZ SPACE 01 General Info. 02 Event Image 03 MB Space 04 Installation 05 Suppliers 06 VIP Guests
  22. 22. 01 General Info. 02 Event Image 03 MB Space 04 Installation 05 Suppliers 06 VIP Guests MERCEDES-BENZ SPACE DISTRIBUTION Objective: Design an open space in order to spread the people around using compelling and interactive installations in the main areas of the event.
  23. 23. 01 General Info. 02 Event Image 03 MB Space 04 Installation 05 Suppliers 06 VIP Guests MERCEDES-BENZ SPACE CONCEPT
  24. 24. 01 General Info. 02 Event Image 03 MB Space 04 Installation 05 Suppliers 06 VIP Guests MERCEDES-BENZ SPACE CONCEPT: MIRROR ART
  25. 25. 01 General Info. 02 Event Image 03 MB Space 04 Installation 05 Suppliers 06 VIP Guests MERCEDES-BENZVIP AREA
  26. 26. 01 General Info. 02 Event Image 03 MB Space 04 Installation 05 Suppliers 06 VIP Guests MODEL GLA DISPLAY CONCEPT http://www.youtube.com/watch?v=GN29you7xOM
  27. 27. 01 General Info. 02 Event Image 03 MB Space 04 Installation 05 Suppliers 06 VIP Guests MERCEDES-BENZ MODEL GLA DISPLAY a magic oriented exhibition where the Mercedes-Benz model GLA will appear and disappear.
  28. 28. 01 General Info. 02 Event Image 03 MB Space 04 Installation 05 Suppliers 06 VIP Guests MERCEDES-BENZ A-CLASS DISPLAY • Rotating Platform • Lighting: from floor and columns • To be placed outside Pavillion entrance
  29. 29. 04. INTERACTIVE INSTALLATION 01 General Info. 02 Event Image 03 MB Space 04 Installation 05 Suppliers 06 VIP Guests
  30. 30. 01 General Info. 02 Event Image 03 MB Space 04 Installation 05 Suppliers 06 VIP Guests INTERACTIVE CATWALK CONCEPT
  31. 31. 01 General Info. 02 Event Image 03 MB Space 04 Installation 05 Suppliers 06 VIP Guests INTERACTIVE CATWALK CONCEPT http://www.youtube.com/watch?v=Myr0xiODN7A Drawing inspiration from Fête de la Lumière Light Display
  32. 32. 01 General Info. 02 Event Image 03 MB Space 04 Installation 05 Suppliers 06 VIP Guests An interactive catwalk with virtual audience and outfit projected by light onto the user
  33. 33. 05. SUPPLIER SUGGESTIONS 01 General Info. 02 Event Image 03 MB Space 04 Installation 05 Suppliers 06 VIP Guests
  34. 34. 06.VIP GUESTS 01 General Info. 02 Event Image 03 MB Space 04 Installation 05 Suppliers 06 VIP Guests
  35. 35. 01 General Info. 02 Event Image 03 MB Space 04 Installation 05 Suppliers 06 VIP Guests GUEST PROFILES* Barcelona: 3Dealers x 2 ! 6 pax. Málaga: 2Dealers x 2 ! 4 pax. La Coruña: 1Dealer x 2 ! 2 pax. Valencia: 2Dealers x 2 ! 4 pax. Madrid: 2Dealers x 2 ! 4 pax. *Total = 20 persons
  36. 36. 01 General Info. 02 Event Image 03 MB Space 04 Installation 05 Suppliers 06 VIP Guests AGENDAS
  37. 37. 01 General Info. 02 Event Image 03 MB Space 04 Installation 05 Suppliers 06 VIP Guests TRANSPORTATION Barcelona: ! ! ! ! ! TO MADRID Vueling 19.09.2014 Dep. 0930 Arr. 1050 ! FROM MADRID Vueling 22.09.2014 Dep. 1600 Arr. 1715 Málaga: ! ! ! ! ! TO MADRID AVE Train 19.09.2014 Dep. 1105 Arr. 1340 ! FROM MADRID AVE Train 22.09.2014 Dep. —— Arr. —— La Coruña: ! ! ! ! ! TO MADRID Air Europa 19.09.2014 Dep. 1215 Arr. 1325 ! FROM MADRID Air Europa 22.09.2014 Dep. 1415 Arr. 1535 Valencia: ! ! ! ! ! TO MADRID Iberia 19.09.2014 Dep. 1015 Arr. 1110 ! FROM MADRID Iberia 22.09.2014 Dep. 1610 Arr. 1705 Madrid: ! ! ! ! ! TO MADRID Car transfer (time optional) ! ! ! FROM MADRID Car transfer (time optional)
  38. 38. 01 General Info. 02 Event Image 03 MB Space 04 Installation 05 Suppliers 06 VIP Guests ACCOMMODATION OPTIONS Five star hotel option near IFEMA: ! Hilton Madrid Airport Double room: 160-180 euros a night Five star hotel options in the city: ! Gran Melia Fenix Price of a double room: 200 euros ! Intercontinental Madrid Price of a double room: 175 euros ! Ritz Madrid GL Price of a classic double room (breakfast included): 360 euros ! Maria Elena Palace Price of a double room (breakfast included): 105 euros ! Westin Palace Madrid Double premium room (Westin Indulge Package: Sparkling wine and strawberries on arrival, daily breakfast. Late check-out if available): 337 euros
  39. 39. 01 General Info. 02 Event Image 03 MB Space 04 Installation 05 Suppliers 06 VIP Guests AGENDA SUGGESTIONS RESTAURANTS ! • El Pescador • Casa Julio • Tablao Flamenco • Oter Restaurant Bar • Ten Con Ten : Salamanca • Sergi Arola Gastro • Ramses • Astrid y Gaston: Peruvian Japanese • Piu di Prima : Italian • El Paraguas : Asturian food LEISURE ACTIVITIES ! • Spa/Massage (hotel) • Food & Wine Tastings • Clubs (Vanity, Eccola, Ramses) • Gift Cards (Shopping) • Exhibitions • Theatre
  40. 40. 01 General Info. 02 Event Image 03 MB Space 04 Installation 05 Suppliers 06 VIP Guests
  41. 41. THANKYOU. Lamya Moughabghab Manaal Oomerbhoy Ignacio Cifuentes Kim Wienands Eric Rivas Institution: IE - Master inVisual and Digital Media Course: Events Creation and Management Project: Mercedes-Benz Fashion Week Madrid

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