Mercedes Benz Fashion Week 2015 Event Proposal

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Information about Mercedes Benz Fashion Week 2015 Event Proposal
Marketing

Published on March 20, 2014

Author: EricRivas

Source: slideshare.net

Description

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

MBFW MADRID by

CONTENTS 01 General Info. 02 Event image 03 Mercedes-Benz Space 04 Interactive Installation 05 Supplier Suggestions 06 VIP Guests

01. GENERAL INFO. 01 General Info. 02 Event Image 03 MB Space 04 Installation 05 Suppliers 06 VIP Guests

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

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

01 General Info. 02 Event Image 03 MB Space 04 Installation 05 Suppliers 06 VIP Guests

02. EVENT IMAGE 01 General Info. 02 Event Image 03 MB Space 04 Installation 05 Suppliers 06 VIP Guests

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

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

IMAGE CONCEPT: KALEIDOSCOPE 01 General Info. 02 Event Image 03 MB Space 04 Installation 05 Suppliers 06 VIP Guests

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-

MOOD BOARD: KALEIDOSCOPE 01 General Info. 02 Event Image 03 MB Space 04 Installation 05 Suppliers 06 VIP Guests

MOOD BOARD: LIGHT SPECTRUM 01 General Info. 02 Event Image 03 MB Space 04 Installation 05 Suppliers 06 VIP Guests

MOOD BOARD: COLLAGE 01 General Info. 02 Event Image 03 MB Space 04 Installation 05 Suppliers 06 VIP Guests

FORMATS 01 General Info. 02 Event Image 03 MB Space 04 Installation 05 Suppliers 06 VIP Guests

01 General Info. 02 Event Image 03 MB Space 04 Installation 05 Suppliers 06 VIP Guests IMAGE MOCKUPS

01 General Info. 02 Event Image 03 MB Space 04 Installation 05 Suppliers 06 VIP Guests OUTDOOR ADVERTISING

01 General Info. 02 Event Image 03 MB Space 04 Installation 05 Suppliers 06 VIP Guests PRINT MEDIA

01 General Info. 02 Event Image 03 MB Space 04 Installation 05 Suppliers 06 VIP Guests ONLINE PUBLICITY

01 General Info. 02 Event Image 03 MB Space 04 Installation 05 Suppliers 06 VIP Guests EVENT PASSES

03. MERCEDES-BENZ SPACE 01 General Info. 02 Event Image 03 MB Space 04 Installation 05 Suppliers 06 VIP Guests

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.

01 General Info. 02 Event Image 03 MB Space 04 Installation 05 Suppliers 06 VIP Guests MERCEDES-BENZ SPACE CONCEPT

01 General Info. 02 Event Image 03 MB Space 04 Installation 05 Suppliers 06 VIP Guests MERCEDES-BENZ SPACE CONCEPT: MIRROR ART

01 General Info. 02 Event Image 03 MB Space 04 Installation 05 Suppliers 06 VIP Guests MERCEDES-BENZVIP AREA

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

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.

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

04. INTERACTIVE INSTALLATION 01 General Info. 02 Event Image 03 MB Space 04 Installation 05 Suppliers 06 VIP Guests

01 General Info. 02 Event Image 03 MB Space 04 Installation 05 Suppliers 06 VIP Guests INTERACTIVE CATWALK CONCEPT

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

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

05. SUPPLIER SUGGESTIONS 01 General Info. 02 Event Image 03 MB Space 04 Installation 05 Suppliers 06 VIP Guests

06.VIP GUESTS 01 General Info. 02 Event Image 03 MB Space 04 Installation 05 Suppliers 06 VIP Guests

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

01 General Info. 02 Event Image 03 MB Space 04 Installation 05 Suppliers 06 VIP Guests AGENDAS

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)

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

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

01 General Info. 02 Event Image 03 MB Space 04 Installation 05 Suppliers 06 VIP Guests

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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