MAYNINETEEN , HAMMERSON CREATE IN-MALL DIGITAL EXPERIENCE WITH FASHION SUPERCUT
sales promotion & events
Hammerson Plc went back to the drawing board to create this year ’ s edition of Autumn Fashion Fix , its annual retail style event . It erased all signs of fashion season convention — weekend sets , galas , and catwalk shows gone . Then it turned to Maynineteen Events & Productions to imagine something that could titillate fashion hounds and have some longevity . The result : a style and dance experience delivered on large digital screens , and a virtual fashion show reel that was personalized for each participating center .
“ We ' ve installed five life-size ( 6.5 ’ x3 ’) vertical screens in eight separate centers , and filmed a beautiful and stylish piece of choreography featuring
Click on the windows below in our digital edition to view the videos . five models to [ play on the screens and ] showcase the new seasonal trends ,” said Jo Prosser , marketing manager at Maynineteen .
“ The virtual fashion show has added footage from renowned UK TV stylist and The Telegraph fashion columnist , Darren Kennedy talking about the clothes and where to buy them . It ' s not your usual shopping center fashion activity . It ' s something totally new , technology-based , entertaining , and informative .”
Five professional dancers star in the virtual fashion show whose content was scripted and recorded in a custom-built studio . Maynineteen sourced and supplied everything , including the screens , as part of a turnkey solution .
“ The complete installations , screens and footage were up and running in the various centers for six days ,” Prosser noted , adding that the campaign ran from September 26 until October 8 .
Online , Hammerson integrated the videos into its fashion editorial to add a dynamic element alongside written articles and still images of its retailers and brands ’ fall and winter collections . That ’ s on top of Facebook , Twitter , and YouTube posts . Some of the footage is also there to promote the company ’ s PLUS app , which shoppers can download to their iOS and Android devices to access exclusive retail deals , consult the interactive map for their local Hammerson center , and create a personalized store directory based on their needs and interests .
The Autumn Fashion Fix campaign is now over , but it has had its effect on the marketplace , especially the digital installations .
“ We ’ ve had a lot of interest about the screens from other centers simply because of the longevity they offer . For the same budget as for a one-weekend fashion event , the screens can remain in the center for much longer ,” Prosser said .
“ It ’ s too early to say if Hammerson will use the screens again . Our account team will meet with the Hammerson marketing team to look at the sales figures as an ultimate measure of their success .”
The Fashion Stops
Brent Cross ( London ) Cabot Circus ( Bristol ) Centrale ( Croydon ) Highcross ( Leicester ) The Oracle ( Reading ) Silverburn ( Glasgow ) Union Square ( Aberdeen ) WestQuay ( Southampton )
The Creative Team
Agency : Maynineteen Events & Production Creative Director : David Leighton , JK Dance Productions Lighting / Creative Editing / Soundtrack : Ben Thornley , Sitcom Soldiers
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