Parfois Matinée & Soirée

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BRIEFING

Parfois is an international reference brand in the industry of fashion accessories that is increasingly betting on its relationships with stakeholders of the fashion industry. For this reason, they wanted to do an exclusive and different release of the FW15/16 collection in Madrid targeted to bloggers and journalists.

SOLUTION

We created a concept inspired on the Soirée theme of the new FW collection. From this standpoint various connections started to appear connected to the theatre universe and led us to adopt the dramaturgical tool of the Play within a Play as the strategical axis to develop all the mechanics for this event. These tools allowed us to create a longtail of brand contents that were communicated during and after the event.
The presentation of the collection was held at Teatro Calderón and had two main moments. On the Matinée journalists were invited to get involved with the collection through a Polaroid camera, which then they exhibited in a frame installation that was used as a set for an imperial breakfast served on stage.

Later on, between cocktails, the 5 themes of the collection were presented in an evening named Soirée targeted to fashion bloggers only. Each one of them represented a women that the bloggers were, mindlessly, incarnating. After this, the bloggers were invited to be dressed in the cabins converted into dressing rooms, with a make-up and hair stylist exclusively for each one. Before they took the stage, there was a photoshoot in the first balcony and an interview one on one to capture the characters these bloggers became. The night finished with a gala dinner on top of the stage.

RESULTS

- 8.6K views of the video report in the brand’s facebook page;

- More than 425 000 likes on the #parfoisandfriends;

- More than 2911 comments generated on the bloggers’ facebook and Instagram pages;

- Surprise individualised videos for each one of the invited bloggers which revealed they were not only guest of this Soirée, but were actually the main characters of this set event;

- Short film release that tells a story behind the event Soirée - The unravel of what actual meant the Play within a Play.