The aim was to create a proposal for the 2015 Mercedes Benz Fashion Week event in Madrid, Spain. Contributors: Lamya Zalfa M. Kim Palita Wienands Manaal Oomerbhoy Eric Rivas Ignacio Cifuentes

1. MBFW MADRID
by

2. CONTENTS
01 General Info.
02 Event image
03 Mercedes-Benz Space
04 Interactive Installation
05 Supplier Suggestions
06 VIP Guests

3. 01. GENERAL INFO.
01 General Info. 02 Event Image 03 MB Space 04 Installation 05 Suppliers 06 VIP Guests

4. BACKGROUND
For two years now, Mercedes Benz, following the trend in international
communication, is trying to expand its brand, to try and change its
image of a classic and expensive car and conquer the young,
female market. The tip of the lance of this change of direction in the
brand is the new A-Class, new CLA and new model GLA that are
targeted at a very different segment than its earlier products.
To do so, Mercedes Benz is paying for the name of the catwalk (naming)
and uses it as the medium to broadcast its messages, present its
products and carry out public relations actions to a kind of
audience to which it earlier didn't have easy access to.
Mercedes-Benz gives the name to about 44 fashion platforms all over
the world as NYC, Miami, Moscow, Zurich, Japan, etc.
01 General Info. 02 Event Image 03 MB Space 04 Installation 05 Suppliers 06 VIP Guests

5. OBJECTIVES
• Brand awareness among the public and credibility associated
with the fashion industry.
• To present the new GLA model in the fashion sector.
• Generate PR actions with celebrities and opinion leaders.
•
Data recruitment
• Increase consideration target in 25-35 y.o
01 General Info. 02 Event Image 03 MB Space 04 Installation 05 Suppliers 06 VIP Guests

6. 01 General Info. 02 Event Image 03 MB Space 04 Installation 05 Suppliers 06 VIP Guests

7. 02. EVENT IMAGE
01 General Info. 02 Event Image 03 MB Space 04 Installation 05 Suppliers 06 VIP Guests

8. KEYWORDS
01 General Info. 02 Event Image 03 MB Space 04 Installation 05 Suppliers 06 VIP Guests
LIGHT
COLOUR
KALEIDO
SCOPE
PRISM
SPECTRUM
ILLUMI
NATION
GLOSS
SHINE
POP
COLLAGE
MAGIC

9. KEYWORDS
01 General Info. 02 Event Image 03 MB Space 04 Installation 05 Suppliers 06 VIP Guests
LIGHT
COLOUR
KALEIDO
SCOPE
PRISM
SPECTRUM
ILLUMI
NATION
GLOSS
SHINE
POP
COLLAGE
MAGIC

10. IMAGE CONCEPT:
KALEIDOSCOPE
01 General Info. 02 Event Image 03 MB Space 04 Installation 05 Suppliers 06 VIP Guests

11. KALEIDOSCOPE
01 General Info. 02 Event Image 03 MB Space 04 Installation 05 Suppliers 06 VIP Guests
"kaleidoscope" is derived from the Ancient Greek
καλός(kalos), "beautiful, beauty", εἶδος (eidos), "that which
is seen: form, shape” and σκοπέω (skopeō), "to look to, to
examine”, hence "observation of beautiful forms."
-wikipedia-

12. MOOD BOARD: KALEIDOSCOPE
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13. MOOD BOARD: LIGHT SPECTRUM
01 General Info. 02 Event Image 03 MB Space 04 Installation 05 Suppliers 06 VIP Guests

14. MOOD BOARD: COLLAGE
01 General Info. 02 Event Image 03 MB Space 04 Installation 05 Suppliers 06 VIP Guests

16. FORMATS
01 General Info. 02 Event Image 03 MB Space 04 Installation 05 Suppliers 06 VIP Guests

17. 01 General Info. 02 Event Image 03 MB Space 04 Installation 05 Suppliers 06 VIP Guests
IMAGE MOCKUPS

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OUTDOOR ADVERTISING

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PRINT MEDIA

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ONLINE PUBLICITY

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EVENT PASSES

22. 03. MERCEDES-BENZ SPACE
01 General Info. 02 Event Image 03 MB Space 04 Installation 05 Suppliers 06 VIP Guests

23. 01 General Info. 02 Event Image 03 MB Space 04 Installation 05 Suppliers 06 VIP Guests
MERCEDES-BENZ
SPACE DISTRIBUTION
Objective:
Design an open space in order
to spread the people around
using compelling and interactive
installations in the main areas of
the event.

24. 01 General Info. 02 Event Image 03 MB Space 04 Installation 05 Suppliers 06 VIP Guests
MERCEDES-BENZ SPACE CONCEPT

25. 01 General Info. 02 Event Image 03 MB Space 04 Installation 05 Suppliers 06 VIP Guests
MERCEDES-BENZ SPACE CONCEPT: MIRROR ART

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MERCEDES-BENZVIP AREA

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MODEL GLA DISPLAY CONCEPT
http://www.youtube.com/watch?v=GN29you7xOM

28. 01 General Info. 02 Event Image 03 MB Space 04 Installation 05 Suppliers 06 VIP Guests
MERCEDES-BENZ MODEL GLA DISPLAY
a magic oriented exhibition where the Mercedes-Benz
model GLA will appear and disappear.

29. 01 General Info. 02 Event Image 03 MB Space 04 Installation 05 Suppliers 06 VIP Guests
MERCEDES-BENZ A-CLASS DISPLAY
• Rotating Platform
• Lighting: from floor and columns
• To be placed outside Pavillion entrance

30. 04. INTERACTIVE INSTALLATION
01 General Info. 02 Event Image 03 MB Space 04 Installation 05 Suppliers 06 VIP Guests

31. 01 General Info. 02 Event Image 03 MB Space 04 Installation 05 Suppliers 06 VIP Guests
INTERACTIVE CATWALK CONCEPT

32. 01 General Info. 02 Event Image 03 MB Space 04 Installation 05 Suppliers 06 VIP Guests
INTERACTIVE CATWALK CONCEPT
http://www.youtube.com/watch?v=Myr0xiODN7A
Drawing inspiration from
Fête de la Lumière
Light Display

33. 01 General Info. 02 Event Image 03 MB Space 04 Installation 05 Suppliers 06 VIP Guests
An interactive catwalk with virtual audience and outfit
projected by light onto the user

34. 05. SUPPLIER SUGGESTIONS
01 General Info. 02 Event Image 03 MB Space 04 Installation 05 Suppliers 06 VIP Guests

35. 06.VIP GUESTS
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36. 01 General Info. 02 Event Image 03 MB Space 04 Installation 05 Suppliers 06 VIP Guests
GUEST PROFILES*
Barcelona:
3Dealers x 2
!
6 pax.
Málaga:
2Dealers x 2
!
4 pax.
La Coruña:
1Dealer x 2
!
2 pax.
Valencia:
2Dealers x 2
!
4 pax.
Madrid:
2Dealers x 2
!
4 pax.
*Total = 20 persons

37. 01 General Info. 02 Event Image 03 MB Space 04 Installation 05 Suppliers 06 VIP Guests
AGENDAS

38. 01 General Info. 02 Event Image 03 MB Space 04 Installation 05 Suppliers 06 VIP Guests
TRANSPORTATION
Barcelona:
!
!
!
!
!
TO MADRID
Vueling
19.09.2014
Dep. 0930
Arr. 1050
!
FROM MADRID
Vueling
22.09.2014
Dep. 1600
Arr. 1715
Málaga:
!
!
!
!
!
TO MADRID
AVE Train
19.09.2014
Dep. 1105
Arr. 1340
!
FROM MADRID
AVE Train
22.09.2014
Dep. ——
Arr. ——
La Coruña:
!
!
!
!
!
TO MADRID
Air Europa
19.09.2014
Dep. 1215
Arr. 1325
!
FROM MADRID
Air Europa
22.09.2014
Dep. 1415
Arr. 1535
Valencia:
!
!
!
!
!
TO MADRID
Iberia
19.09.2014
Dep. 1015
Arr. 1110
!
FROM MADRID
Iberia
22.09.2014
Dep. 1610
Arr. 1705
Madrid:
!
!
!
!
!
TO MADRID
Car transfer
(time optional)
!
!
!
FROM MADRID
Car transfer
(time optional)

39. 01 General Info. 02 Event Image 03 MB Space 04 Installation 05 Suppliers 06 VIP Guests
ACCOMMODATION OPTIONS
Five star hotel option near IFEMA:
!
Hilton Madrid Airport
Double room: 160-180 euros a night
Five star hotel options in the city:
!
Gran Melia Fenix
Price of a double room: 200 euros
!
Intercontinental Madrid
Price of a double room: 175 euros
!
Ritz Madrid GL
Price of a classic double room (breakfast
included): 360 euros
!
Maria Elena Palace
Price of a double room (breakfast included):
105 euros
!
Westin Palace Madrid
Double premium room (Westin Indulge
Package: Sparkling wine and strawberries on
arrival, daily breakfast. Late check-out if
available): 337 euros

40. 01 General Info. 02 Event Image 03 MB Space 04 Installation 05 Suppliers 06 VIP Guests
AGENDA SUGGESTIONS
RESTAURANTS
!
• El Pescador
• Casa Julio
• Tablao Flamenco
• Oter Restaurant Bar
• Ten Con Ten : Salamanca
• Sergi Arola Gastro
• Ramses
• Astrid y Gaston: Peruvian Japanese
• Piu di Prima : Italian
• El Paraguas : Asturian food
LEISURE ACTIVITIES
!
• Spa/Massage (hotel)
• Food & Wine Tastings
• Clubs (Vanity, Eccola, Ramses)
• Gift Cards (Shopping)
• Exhibitions
• Theatre

41. 01 General Info. 02 Event Image 03 MB Space 04 Installation 05 Suppliers 06 VIP Guests

42. THANKYOU.
Lamya Moughabghab
Manaal Oomerbhoy
Ignacio Cifuentes
Kim Wienands
Eric Rivas
Institution: IE - Master inVisual and Digital Media
Course: Events Creation and Management
Project: Mercedes-Benz Fashion Week Madrid