Mercedes Benz Fashion Week
Venue: Carriageworks, Sydney
Dates: 11-19 April 2015
To deliver all Mercedes-Benz sponsored activations showcased at MB Fashion Week Australia 2015. With a brief of celebrating the 20-year anniversary of Fashion Week in both the Star Lounge and The Hub and a show stopping opening to the MB Presents Launch Dinner.
GPJ approached the creative strategy for each activation area by linking the MB Fashion Week Global Key Creative, historical MB product stories and archival key Fashion Week moments to create a strong anniversary story that could be delivered in print and digital.
The Hub indoor vehicle display showcased the new GT S AMG, with a LED wall backdrop rolling through a bespoke Retrospective Video, highlighting key moments in Fashion Week and MB product innovations over the last 20 years.
The Star Lounge décor combined traditional styling with modern metallic furnishings and for the first time an extension of the Star Lounge Terrace. Wrapping around the exterior of the building, the new terrace created a gallery space for printed MB fashion and hero product images.
The MB Presents Launch Dinner saw the opportunity to create a dramatic opening sequence to the opening night of Fashion Week, with a custom sound-scape and projection mapping on the dinner tables accompanied by live strings.
In short, we delivered. A custom made car display greeted guests at the entrance to Carriageworks, the one of a kind display matched the understated elegance and class of the black SL 500 that sat atop it.
The custom-styled Mercedes-Benz Presents Dinner following the Mercedes-Benz Presents show on opening night was the premier VIP event at Mercedes-Benz Fashion Week. The Mercedes-Benz Star Lounge was abuzz with activity all week long.
In ‘The Hub’, the all new Mercedes-Benz GLA was the star of the show, sitting proudly within an interactive digital display. Our all new ‘Hub’ activation featured a giant LED wall, where guests could manipulate the backdrop background via an iPad interface. All digital content and software was developed by GPJ.