After the success of the PR launch MotivAction delivered for
the Gore-Tex ® SURROUND™ Product Technology launch in January they asked us to
deliver a new brand experience live event that would showcase garments featuring their Gore-Tex
fabrics and treatments.
Gore-Tex has been providing waterproof and breathable
membranes and finishes to clothes manufacturers such as Berghaus and North Face
for many years. However, many fashion consumers don’t realise the range of
cutting-edge fashion brands that feature Gore-Tex or just how ‘on-trend’ some
of the styles are. Gore-Tex asked us to showcase some of these garments to
fashion journalists, particularly the Japanese influenced brands, such as
Bathing Ape, nanamica
and Visvim, who have developed a series of very stylish clothes.
MotivAction took over the Future Gallery, a fantastic white
studio space in London’s Covent Garden and produced a colourful and vibrant, modern
Japanese-inspired fashion show. We created bespoke mannequins from brightly
coloured Perspex which were used to showcase some of the key garments. On the
walls we hung giant coloured frames at jaunty angles within which we hung branded
shoes.
The focus of the day was two high impact fashion shows in the style
of a photo shoot. Shot on a bright blue background, our stylish models paraded
in front of the photographer and his shots were instantly projected onto the
walls around the journalists.
The event created a
real buzz with journalists exclaiming how much they enjoyed the brand experience and the
opportunity to get close to the garments. In fact, by the following morning
many bloggers (such as Hypebeast, the
most read online fashion news and information outlet) and journalists had written about the clothes
they had seen.
Posted by Andy Cording, Brand Experiences Account Manager
Posted by Andy Cording, Brand Experiences Account Manager
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