Ice Global lends fashion appeal to Mercedes Trophy

by EVENTFAQS Bureau | Marketing | March 25, 2009 | News

The Mercedes Trophy is a global initiative that has been in existence for 19 years. The event is a golf tournament carried out in various parts of the world. In India, the tournament has been taking place for the last nine years. While it reached out to Mumbai, Delhi and Bangalore till last year, it will also travel to Chandigarh this year. Every year, winners of the Mercedes Trophy national finals play at the world final held in Stuttgart, Germany. The tournament is open exclusively to owners of Mercedes Benz cars. In India, the golf tournaments are organized by Rishi Narain Golf Management (RNGM). The format of the property is that of a golf tournament integrated into a lifestyle platform. The golf tournament in each city is followed by an evening event of entertainment, fashion and music. For the last five years, Ice Global has managed and conceptualized the gala night in each of the cities the tournament visits in India. On the property and its brand fit, Pramod Gaikwad, Director, Ice Global, said, ;The objective is to extend this project by creating a platform that is not only exciting, but also relevant to the brand values in India. Ice Global has chosen the platform of 'fashion' to propagate the association that Mercedes Benz has 'leadership in design' over the last 120 years. On the concept of the events, Gaikwad added, ;Riding on the prestigious Mercedes Trophy golf platform, unique fashion shows have been featured across the Indian sub-continent. Each year, a distinct concept theme is brought to life, through the inimitable creations of a gifted fashion designer, exclusively for these events. The concept themes are created by Ice Global, within the purview of the Mercedes Benz brand image. Through the years, the concepts have varied based on the desired brand communication. This year, the theme was 'Exquisit!;. The Mercedes Benz attributes of luxury, performance, passion, elegance and sophistication needed to be exemplified. This was done by designer Gayatri Khanna;s collection based on the theme. The chosen theme not only provides direction for design for the fashion designer, but is also the starting point for the stage design, the 'look' for the models and A/V storyboards featured in the fashion events, explained organizers. Over the years, fashion designers like Wendell Rodricks, Anita Dongre, and Gaviin Miguel have been a part of this exclusive series of fashion shows organized as a culmination to the Mercedes Trophy.