Press Event Concept
"expect the unexpected"
You always know whats coming when Paul Smith releases a new collection, however not this time. Paul collaborates with Alex Turner to create something you haven't seen yet..
Paul Smith and Alex Turner's collection will be exhibited at a press event on the 10th of April 2018 where it will then be available in stores and online from 1st May giving people a few weeks to decided which pieces they would like from the collection.
The press event will consist of a grand opening where all of the media and press will be seated outside of the warehouse, which the event will be held in, and through the doors they will be greeted by the models on motorbikes driving out from inside the event towards everyone.
Then everyone will follow through into the event of which they'll be entering into an experience of the past down in Brighton where the mods and rockers used to battle it off on the weekends. The inspiration came from the film Quadrophenia and so all of the decor and layout in the event will be designed an presented in that format as in walking down the streets with all the shops and cafes and milk bars around the edges of the event. There will even be some fairground rides to portray the Brighton seaside atmosphere. The models who will be wearing the pieces from the collection will be wandering around as if they were acting normal from the 50s, 60's and 70s, showing off the clothing and presenting them to show that they can be worn in everyday life because that is the whole point of the collaboration and the way that Paul Smith would want it to come across.
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Offline Marketing Strategy