Shoppable Runway Adds a Twist to Benetton Spring Summer 2017 Launch
by EVENTFAQS Bureau Marketing | February 2, 2017 | News
Toast Events Harshad Chavan
January 18 marked the launch of the SS 2017 collection for Benetton. Being one of the first entrants to launch international fashion in India, it was time to 're-innovate' and present the brand in a fresh avatar. Creating the perfect mix of experiences where not only great fashion and style were presented to the media, the event was hosted at the Courtyard of High Street Phoenix, Mumbai making it possible for every mall-goer to be part of the Benetton experience.
Toast Events was given the mandate to present the collection in an interesting never-been-done-before format. In creative collaboration, Toast Events worked hand in hand with the brand to create the perfect showcase experience.
Taking a completely different route, Toast designed a set which did not have a ramp at all. A path was chalked out on the actual flooring of the mall which replaced the ramp, while benches were placed strategically around that path to give a very up close and personal feel to the collection to the members or the media and the blogger community.
The unique concept of ‘Shoppable Runway’ was created to present the collection by the brand, wherein consumers had the opportunity to immediately head to the store to explore the collection and shop.
Adding an edge to the showcase, was a style session where 3 top celebrity stylists of India, Ami Patel, Ekta Rajani and Anaita Shroff Adajania were brought on board to style 3 unique looks using the new collection and decode the trend for all attendees. All three stylists showcased their unique style and added their flair to the looks they put together for the brand.
To add to the fun, the showcase culminated with Bollywood heartthrob and leading actor Sidharth Malhotra walking the ramp. Sidharth not only closed the show as the showstopper but also decoded his special Benetton Spring Summer look for the brand which he styled for himself.
As pre-buzz and post-buzz for the new collection, a cotton candy cart was placed in the mall courtyard with quirky Benetton branding that gave away free cotton candy to mall-goers over 2 weekends.
The evening witnessed much fanfare in the city and saw attendance by a glittering army of stylists, fashion influencers, bloggers and Benetton loyalists.
Anika Goyal, Client Servicing Lead, Toast Events said, “This was our first event with Benetton and the team was really kicked about the concept. Every fashion show is challenging today, with the consumer being more exposed to fashion and having access to fashion worldwide; we wanted to create something interesting for Benetton, exciting media and consumers. Bringing on board the stylists gave it a real twist and it involved a great detailing to put together. Even models were chosen keeping the Benetton attitude in mind.”
Talking about the execution, Sandeep Pawar, Operations Lead, Toast Events added, “We had a unique concept in terms of the set-up of the event and it really was what added the extra zing to the entire event. Having the models walk from amongst the audience was really interesting. Replacing the regular chair seating with benches which also was really unique and took the experience of the event to another level.”
In creative collaboration, Toast Events worked hand in hand with the brand to create the perfect showcase experience.