GILES DEACON x MERCEDES
Fashion Week After Party
Hijack the after show party of Giles Deacon to launch a concept car to the fashion elite without the actual car being at the event. Making sure that it connected to the story being told by the wider event.
Giles Deacon had styled the shoot for the ad campaign for the concept A-Class so it was only fitting that we took over his after show party to connect the two worlds. Using the idea of light, sound and the reveal moment to tie into the sensory event happening nationwide a number of installations were created to form the backdrop to the party.
The event took place in the oldest remaining painting room in London so guests were treated to cocktails in paint cans and food served on palettes as they entered. All signage was screen printed on live edge acrylic to help to make everything feel like it was alive. Large light installations were created to mirror that of the lighting around the launch piece.
Then there had to be a reveal moment, it had to generate the excitement and spectacle as the physical installation that was travelling whilst not having the physical car there to showcase. So a cinema was created where guests were invited in with branded popcorn and cocktails, every 15 minutes the soundtrack would begin to play and a projection mapping installation would begin play appearing from no where. The build up of colour light and shapes eventually began to reveal portions of the car leading up to the actual ad campaign being projected.