As a new Season hits the shops brands need the opportunity to connect with their consumers in a new way. How do you re-think the idea and format of the traditional launch event and bring multiple brands together in one space under the umbrella of the Westfield brand.
Taking the traditional idea of a car boot sale and revolutionising the very British tradition the Car Bootique was invented. A fashion showcase between Westfield and Mercedes to launch 12 brands new season offering and create a marketing and promotion offering for them.
Mercedes assigned a car to each of the brands and let them, for the first time ever, completely wrap the car in their chosen design. The individual brands then themed their space to bring their campaign to life and create a bespoke shopping experience.
The space was themed around Mercedes tag line "every road is a runway" using the language of the road for signage or installations a humour was added.
A pitstop was created for hair and make up demos and make overs to happen. At the heart of this event was a runway, backed by a flashing light installation, this gave all the brands in Westfield an opportunity to be part of this consumer event.