Mercedes-Benz Fashion Week Russia

Mercedes-Benz
Fashion Week Russia
•
2016/17

Mercedes-Benz Lounge at Mercedes-Benz Fashion Week Russia 2016-2017

Brief

• Develop a creative concept for the Mercedes-Benz Lounge at Mercedes-Benz Fashion Week Russia Fashion Week at the Manezh Central Exhibition Hall in 2016 and 2017
• Provide development and maintenance of MB Lounge, including staff work, catering, guest logistics, production of all materials
• Organize special events as part of the Mercedes-Benz Fashion Week Russia: MB Presents closed fashion shows, Fashion Without Borders show for people with disabilities, Fashion Without Borders for the press

Challenge

• Create a unique design concept for the lounge area and the exposition of Mercedes-Benz cars, which was a key factor in choosing the agency as a partner
• Integrate guest digital activation into the lounge zone
• Create unique gifts for guests

Solution

During four seasons of Mercedes-Benz Fashion Week, Larnilane team was responsible for creating the atmosphere of the Mercedes-Benz Lounge, the main hospitality zone that welcomed the guests of the brand at the venue of the most significant event in Russian fashion industry.

We managed to create a stylish two-story space, inspired by the impeccable Mercedes-Benz, reflected in the details: the light design, floral arrangements, elegant dress code for the staff, conceptual cuisine, exclusive gifts - all met the high requirements of the brand.

When exhibiting Mercedes-Benz models, it was important to emphasize their design and innovation. We opted for elegant illuminated podium, which have become an ideal base for the presentation of new Mercedes-Benz models.

As part of the fall season of Mercedes-Benz Fashion Week Russia 2017, the agency’s team developed a unique interactive installation with the generation of personal videos and viral content distribution. The guests received fashionable 15-second Instagram videos by mail in real time. The digital activation was based on modern sound design, graphic animation with the integration of fashion elements and the Mercedes-Benz logo, as well as the direct participation of the guests.

Throughout the entire period of Fashion Week, we were fully responsible for all the activities of Mercedes-Benz at the event, we took on all organizational issues so that more than a thousand guests of the brand could enjoy the updated concept and hospitality of the Mercedes-Benz Lounge in between shows.

Figures

Guests

> 1000

We successfully completed four seasons of Fashion Week with the LARNILANE team. The proposed lounge zone design concept was key in choosing a contractor agency. Of all the proposed options in the tender, we liked the LARNILANE project. The agency has developed a stylish space, keeping in mind the smallest details. In addition, we want to highlight the competence, high communicative qualities, responsibility, and the Agency’s approach to project management — the constant 24/7 presence and the attentive work of managers at all stages of the project and during the on-site work.

Ekaterina Geraseva
Head of Event and Special Projects
Mercedes-Benz Russia

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