Toast Events Manages End to End Execution of Park Avenue 100th Store Launch
by EVENTFAQS Bureau Marketing | May 2, 2018 | News
Toast Events Park Avenue
India’s first home-grown ready to wear menswear brand Park Avenue reached a significant milestone this week with the launch of its 100th store in the country at Connaught Place, New Delhi. The event also witnessed the unveiling of Park Avenue’s new retail identity. Toast Events was given complete responsibility of the launch from conceptualising to execution.
Launched in 1986, Park Avenue has always been at the forefront of blending fashion and technology and has made its mark as a brand that has constantly challenged convention. Now they have reinvented their retail identity with the 100th store. The new store represents a refined industrial aesthetic by recreating an urban loft design that gives customers a 360-degree studio experience.
The launch event saw Toast events recreate the front entrance of the store along with a stage setup outside the new store at Connaught Place. The stage setup incorporated elements of the new retail design of the brand. This helped the brand increase visibility of the 100th store and made it stand out in a densely store populated part of Connaught Place. The stage was used as a teaser pre-launch for crowds passing by without revealing all the details of the event.
Toast events also planned the Park Avenue fashion march on the streets of Connaught Place. The launch kicked off with 20 models styled in Park Avenue apparel & accessories marching from different parts of Connaught Place towards the 100th store and assembling on the launch stage. “Doing a flash fashion show was out of the question for us given the ethos of the brand. We wanted to do something subtle and less gimmicky. The march was a tool to subtly transform the vibe of the place from Connaught place to Park Avenue, New York” said Adrian Sequeira, Client Servicing – Toast Events
The culmination of the launch saw Gautam Hari Singhania (Chairman & Managing Director – Raymond Ltd) and cricket legend Ravi Shastri officially unveil the store in the company of well-known television anchor Archana Vijaya.
To celebrate this important milestone, the management of the company were joined by Park Avenue employees, store staff, distributors, bloggers and the media for a walk though of the 100th store. The journey of Park Avenue from its inception to the launch of its 100th store was depicted through story wall installations across the store created by Toast Events.
Speaking about the event, Karan Kapoor, Operations Head – Toast Events, Mumbai said “The biggest challenge for us was to conceptualise and execute an event which matched the magnitude of the occasion and the ambition of the brand given the space and permission restrictions of Connaught Place. The stores at Connaught place are hidden by heritage pillars and hence we decided to recreate a larger second store front as the epicentre of a successful and impactful launch.”
The launch event saw Toast Events recreate the front entrance of the store along with a stage setup outside the new store at Connaught Place.