Experiential Marketing Brief
Using information we have gathered on a brand already, create a memorable experience/event for the chosen brand. Creating an emotional connection with a potential customer, whilst extending the brand universe.
My Chosen Brand; A - COLD - WALL*
https://www.behance.net/gallery/137978211/acw-marketing-campaign
Above is all previous brand research and findings.
The brand founded by designer Samuel Ross projects an image of technological design innovation. The aesthetic is very minimal with shapes and silhouettes inspired by brutalist architecture very clear throughout the products. It explores the possibilities within luxury menswear by combining it with functionality. The brand is very much inspired by urban settings of London and working class British, hence the focus on function. Ross's graphic design history is also very clear throughout the brand image, reflected by the minimalism. All of these components portray a modern luxury brand with a very contemporary feeling.
Sigmund Freud and Edward Bernays
The Pioneers of Consumer Psychology
Sigmund Freud was a neurologist and the founder of psychoanalysis, he lived from 1856- 1939. Freud theorised consumers make conscious and sub-conscious and unconscious decisions in their daily lives. Essentially meaning, consumers decisions are influenced by factors which they aren't aware of. Freud's nephew, Edward Bernays put this theory into practise, after being intrigued by Freud's book, "General Introductory Lectures," a gift from Freud to his nephew in thanks for a box of Havana cigars."
"Intrigued by Freud's notion that irrational forces drive human behavior, Bernays sought to harness those forces to sell products for his clients. In his 1928 book, "Propaganda," Bernays hypothesized that by understanding the group mind, it would be possible to manipulate people's behavior without their even realizing it. To test this hypothesis, Bernays launched one of his most famous public relations campaigns: convincing women to smoke."
https://www.apa.org/monitor/2009/12/consumer
https://www.verywellmind.com/sigmund-freud-his-life-work-and-theories-2795860
“The conscious and intelligent manipulation of the organized habits and opinions of the masses is an important element in democratic society.” - Bernays, Edward L. Bernays, Propaganda (Brooklyn, NY: Ig Publishing, 1928), 9
In 1929 Bernays created the "Torches Of Freedom" campaign for cigarette company Lucky Strikes. The premise of the campaign was that lighting a cigarette was fighting oppression of women, as at the time there was a stigma about women smoking in public. Bernays caught to end this by linking cigarette's to rebellion and fighting social- barriers.
The same year, "Bernays encouraged women to march down Fifth Avenue during the Easter parade in New York City, and protest against gender inequality. Bernays telegrammed thirty debutantes from a friend at Vogue to participate in the demonstration, encouraging them to combat the prejudice against women smokers." Lucky Strikes went on to become the highest selling Tobacco company in the US. This level of engagement and emotional connection to a product blew my mind. The way Bernays managed to coincide everything within an environment to match with a brand aesthetic and message is truly amazing. It shows the power of emotion has on consumer buying habits.
https://biblio.uottawa.ca/omeka2/jmccutcheon/exhibits/show/american-women-in-tobacco-adve/torches-of-freedom-campaign
Experiential Marketing Pioneer : Harry Selfridge
When researching into experiential marketing. I came upon the founder of Selfridges, and how he changed the consumer experience. In 1909 he opened the department store on Oxford Street. But the store was very different to other stores at the time. The vision was to create an experience, more than a store.
He introduced the concept of having facilities within a store, such as; salons, a 'silence room and even a library. Allowing consumers to spend long periods of time in the store. Also for the first time customers were allowed to handle the clothing, changing the whole experience, in order to make it more sensory.
Other ways he expanded on experiential marketing were; introducing amazing window displays, rather than having products stacked in boxes. Hosting events within the store attracting thousands of customers, even if they weren't buying a product. It feeds in to the brand image of Selfridges.
Learning about his innovation in experiential marketing, gave me a much better idea in how engaging customers through intriguing their senses is important.
Window Display Selfridges, 1930
https://www.pinterest.co.uk/pin/488148047096767877/
Confectionary Section Selfridges, 1909
https://www.pinterest.co.uk/pin/178947785167706524/
Experiential Marketing Inspiration
When looking into how brands expand their universe to create an immersive customer experience. It shocked me how many ways it can be done. From digital platforms to physical events. It all provides depth to the brand and it attempts to connect to their current and potential customers through engaging the senses.
Below is are some of my personal favourite examples of experiential marketing.
Golf Le Fleur Pop-Up Store
"Tyler also designed the pop-up shop tucked away in the Malibu hills. And last week, a rotating cast of famous friends, from Kanye West to Jay-Z to André 3000, have stopped by the adobe-by-Flinstones abode. The shop houses the entire collection, but much of it can also be purchased via the Golf le Fleur website."
https://www.gq.com/story/golf-le-fleur-store
This experiential pop-up store rapper Tyler the Creator created for his brand Golf Le Fleur really impressed me. The concept of setting up a store in the Malibu hills, a beautiful location based just outside Los Angeles. The place where Tyler grew up, but also a place renowned in US pop-culture. This location allowed many of his influential friends visit the store. This gives the brand a sense of exclusivity, as they are pushing more into the luxury market with their recent collection. Also due to the store's beautiful location/layout, it is extremely 'Instagramable'. Therefore pictures posted by Tyler's friends went viral over social-media and was seen by millions people. This amazed me as it showed a physical experience, can also make customers experience the store digitally, through making them jealous of not being there.
Balenciaga AW 22 Show
"As Balenciaga’s creative director Demna put it, in times like this ‘fashion week feels like some kind of an absurdity’ – but to cancel the shows ‘would mean giving in, surrendering to the evil’."
- https://elle.com.sg/2022/03/08/the-balenciaga-fw22-show-was-poignant-personal-and-political/
This very recent show was a reaction to the conflict which currently going on Ukraine. This way of creating an experiential reaction to current world affairs was a very effective at bringing attention to the issue but also the brand. The show was mind-blowing, models walking through a snow-storm, this extreme sensory performance emerged the crowd in a completely different world. An experience I'm sure everyone attending will never forget, especially at such a poignant time in history. Again this breath-taking visual display went viral on social-media, specifically Instagram, bringing a lot of attention to Balenciaga as they were one of the first to react to the current world affair in such a spectacular fashion.
Proving how an effective physical experiential display can have such power with communicating to a much wider audience online.
Kenzo Digital Pop- Up Store
In 2014 Kenzo the Paris based fashion brand decided to open a pop-up store to raise awareness for The Blue Marine Foundation. The store allowed customers to use a digital screen to purchase items from their No Fish No Nothing line for men or women. Whenever someone would purchase an item, it would give birth to a new digital fish. But if no one bought an item, over time, the fish population would decrease. The store allowed people to interact and view the collection with two different mannequins either side of the main digital screen, also being able to share the post on Instagram.
https://www.behance.net/gallery/21583857/KENZO-digital-pop-up-store
Clearly this concept was very successful in engaging with potential customers. The idea is very innovative and communicates a positive message to a local consumer base in the home of the brand. Also I found it clever how the brand is simultaneously communicating with their local consumer base, but also world-wide consumers by prompting people to share the store all over social-media using the hashtag.
A -COLD - WALL* 2019 SHOWS
After watching an interview with the founder Samuel Ross, he happened to mention about the opportunity within a fashion show to create a memorable experience.
He explains the reasoning behind the show experience. Within the Spring/Summer show models in grey tunics deconstruct a giant structure, out of the structure is a pool of blood where a body slowly clambers out. It then pushes the structure out of the door. In the Autumn/Winter show "The runway was a slither of black submerged in darkness with two tanks of water running either side of it, separating it from the audience. A giant reflective monolith in the middle of the catwalk. Two groups of performers slithered through the water to a bone-rattlingly loud soundtrack of unremitting, abstract bass. The models walked slowly, looking over their shoulders as they did. A Rottweiler on a leash on the far side of the runway barked."
Design in Dialogue
https://www.youtube.com/watch?v=7qmmANjQ42M&t=1170s
ACW Show Review
https://i-d.vice.com/en_uk/article/g5qjdy/a-cold-wall-aw22-show-review
S/S 19 SHOW
https://www.youtube.com/watch?v=SVcQ5ZaYEbU
A/W 19 SHOW
https://www.youtube.com/watch?v=iLysc7ou3RY
Initial Idea
Initially when receiving the brief no ideas seemed to come to mind. Some did such as a festival for young creatives. But none seemed to fully connect with the brand or be a memorable experience, as I feel events sometimes can be too brand orientated, rather than an experience.
But when thinking of the brand name literally, an idea sprung to mind. Focusing on the prime words 'COLD WALL', I thought of an ice climbing wall indoors.
With this in mind I looked if they were real, to my amazement they were and thought it would make for an extremely memorable experience for anyone to even see.
Indoor Ice Climbing
Ice Factor, Scotland
https://www.ice-factor.co.uk
University of Alaska Fairbanks, Nano Recreation Wall
https://uaf.edu/recreation/climbing-programs/outdoor-ice-wall.php
The idea of having an activity which is usually done out in nature, in the middle of a city excited me. As I believe if anyone would witness an Ice Wall in the middle of London, that they wouldn't forget it.
History of the Crampon
After researching into the various equipment which is needed in ice-climbing. I decided to further research specifically into Crampons. This bit of equipment allow climbers to scale snowy/icy mountains, giving them grip in the most unforgiving of places. Allowing them to stick to the side of the mountain. The Crampon was invented by the Grivel family in 1909. In 1929 two front spikes were added to the front, allowing climbers to stand on the steepest surfaces. Since the Gravel Crampon has evolved and been used to conquer the highest mountains in the world.
https://grivel.com/blogs/company/history
Researching into ice-climbing history and the culture gave me much more insight into what could be achieved when hosting the event and extending the brand universe. Specifically focusing on the equipment used within the sport, practicality and function is key. Reflecting ACW's brand focus on functionality and practicality.
Also after my previous research on the brand, I know their main customers are likely involved with the current "Gorp Core" trend, in which hiking culture has made its way into current popular culture. Therefore in my opinion using ice climbing as a focus point for the brand event would be very effective in engaging their consumer base.
Ice-Climbing throughout the years
Event Visualisation Notes
After thinking of the concept, I came up with two main ideas where the ice climbing wall could be placed. The first is focusing on the Brutalism inspired aspect of the brand DNA. The idea being combining a brutalist building in London with an ice climbing wall. After researching various buildings such as ; Balfron Tower, Park Tower Hotel and Trellick Tower. All beautiful brutalist buildings in London. I decided visualising this with Trellick Tower.
Park Tower Hotel
Trellick Tower Ice-climbing visualisation using Illustrator
Selfridges Corner Shop
When thinking of a location for the Ice Wall Event. I decided on using the Selfridges Corner Shop. This space is specifically for fashion brands to showcase whatever they would like in order to create an experience for the consumer. In the past brands such as; Prada, Pack Robanne, Burberry and many more. It allows the brand to encapsulate the customer in the world of the brand. This is effective in a space such as Selfridges as there is a wider range of consumer segments, because there are many different brands in one location.
Selfridges Corner Shop Event Mockups
Evening Mockup
Ice Climbing Equipment
A-COLD-WALL* X Roah Hiking with Crampons
Having ACW products available to purchase within the space. Consumers are more likely to make a purchase if they have a memory attached with the item.
A-COLD-WALL* Carabiner Clip
Attention to detail is important, it gives authenticity and informs the experience with branding.
Fashion Event Invites
Iain R Webb Lecture Notes
Givenchy Spring Summer 2012 Invitation designed by M/M (Paris)
The collection at the time was very much inspired by the sea, the key words for the collection were "Surfing Mermaid". This invitation showed me how a brand/collections narrative can be translated into an event invitation.
https://www.anothermag.com/fashion-beauty/1442/m-m-paris-on-the-givenchy-s-s12-invite
The Ice Wall Invite
Inspiration Behind the Invite
In February 2021 Beyonce collaborated with Adidas with a custom shoe. More interesting than the shoe was the packaging. The shoes were sent to popular icons in American pop-culture such as; Lil Yachty and Jacques Slade.
When I watched the unboxing on Slade's YouTube channel, it really amazed me how the packaging of the shoes created an experience for the consumer in his own home. They came within a smash-able casing which seemed to look like ice. To reveal the shoe the casing must be smashed.
INVITE PLANNING
After being smashed open the climbing rope reveals a message of where the event is happening, intriguing the recipient.
Social Media Event Invite Teaser Video
INSPIRATION
Rick Wilox 'Ice Revolution' Ice Climbing Film
https://vimeo.com/36113029
After watching this video about ice climber Rick Wilox, it gave me a lot of inspiration for the invite teaser for the event. The historical side of ice-climbing interested me as the innovation in materials used relates to the ACW brand ethics. In the intro of the video, the sound of an old film camera can be heard starting up. The idea then came to me of flicking through the history of ice-climbing, starting at the Gravel family, through the 60's, 70's and 80's. Then cutting to a scene of people climbing in the Selfridges corner shop. In an attempt to intrigue the viewer.
Using Illustrator image trace to create the scene of an empty corner shop
VIDEO INVITE
SOCIAL MEDIA INVITE MOCKUP
