Client: MATCHES Fashion
Location: The Tanks at Tate Modern
Type: Brand product launch
Expertise: Consumer experience, launch event
Services: End-to-end services in event management, venue sourcing, delegate management, catering, creative consultancy and photography
all projectsMATCHES Fashion wanted to create a high-impact, private event to launch a fashion collaboration between adidas and Moncler. This exclusive event required innovative design and flawless execution to captivate an audience of 250 VIPs, senior executives, media and industry dominating influencers. mcm was entrusted with bringing this vision to life through a bespoke, creative approach that ensured the event was both monumental and profound.
the challenge
MATCHES Fashion needed an event that not only showcased the products in a unique and visually stunning way, but also provided an engaging and seamless experience for their high-profile guests. The challenge was to design and implement a display that created the illusion of products floating in mid-air, all within tight timelines and budget constraints. The client’s emphasis was on ensuring the invite-only guests all shared their experience on socials to create a sense of ‘FOMO’ to those at home, with the objective of the event being to drive sales though the online pre-sale window which launched at midnight, at the end of the event.
the result
The client wanted a venue with an industrial feel that could replicate the mood board they had agreed with the respective brand teams. We suggested Tanks at the Tate Modern art gallery to suit the desired look and feel and enhanced the experience with immersive dramatic lighting.
We rigged hand-built modular mannequins from the roof, with products appearing to float in mid-air, offering ‘private view’ experience, as envisioned by the client. This innovative display captured the attention of all attendees, underscoring the high-end, premium nature of the launch.
We created a photobooth installation specifically for influencers, as well as a catwalk, branded bar and DJ booth – all to ensure engaging and shareable content across social media platforms. The evening ended with a cocktail-after party, with a bespoke catering menu to enhance the event’s impact and value.
“Everyone at mcm has been great to work with. You always came to the table with great creative solutions, and multiple solutions at that. First class all round! The event looked incredible – exactly as promised.
MATCHES
Executive Creative Director
