The Think Tank Entertainment (T3) Manages Multi-city Show ‘Arvind Festive 18’
by Shantanu Jain Marketing | May 7, 2018 | News
The Think Tank Entertainment Arvind Lifestyle Brands
Arvind Limited, one of India’s leading textile to retail and brands conglomerate along with Invista, one of the world’s largest integrated producers of fibres, showcased their exclusive denim collection with the theme ‘Gravity’, at its annual event called Festive 18. The Think Tank Entertainment (T3) curated and executed the trade fair and runway shows in both, Mumbai and Delhi at The Lalit where the events were held in March 2018.
T3 won a multi-agency pitch to clinch the deal. They took inspiration from the most powerful force in the universe, Gravity, for the launch of Arvind’s latest range of new denims that embody Power, Stability, and Comfort. Being a brand behind brands, Arvind Denims is currently producing a major part of the denims for brands like Levi’s, US Polo, Pepe, Killer and Spykar in India.
Festive 18 also witnessed the launch of futuristic denim technology brands like Ikat Denim, Boomerang 360, Boomerang Bounce; Chrome Cord and Hybrid Chinos. T3 seamlessly translated these tech brands and concepts into the larger theme of gravity. They introduced the collections through engaging art installations and displays and a well-choreographed runway show that highlighted their most desired features. Both events were attended by leading brands, traders, fashion journalists and other relevant value chain members.
Gateway to greatness
They put up a mammoth entrance arch to welcome guests. The special logo created for Gravity displayed on multiple direction signages that T3 had put up at various spots to direct the attendees, who were then greeted with an impressive representation of the theme ‘GRAVITY’ in mirror acrylic. The team cordoned the trade fair area in flex plyback and set up a registration desk at the entrance with the brand logos.
One highlight of the trade fair was a unique experiential concept titled ‘The ADL Experience: Art and Science of Denim Wash’ developed by on-board international laundry experts, Giovanni Petrin and Andrea from famous Italian laundry, Martelli. T3 created a giant photo frame to showcase the different wash cycles from a single fabric.
T3 divided the massive ballroom into two sections – trade fair and runway show area. They created makeshift green rooms behind the ramp so that the models wouldn’t lose a second between makeup and the catwalk. They created a ramp which was suitable for the panel discussion and attractive enough for the b-boying act and fashion show scheduled for the evening.
They introduced the concept behind the theme for the show through a colourful wall where the key words were embossed in large letters. Their backlit collage of the various brands launched at the fair gave visitors the look and feel of what to expect inside. Their offbeat anti-gravity photobooth was a big draw. Visitors found it so interesting, they clicked selfies and uploaded them immediately on social media. The booth created a memorable interactive experience for visitors and played with the theme in a fun manner.
T3 designed a graffiti-style wall display to drive home the main elements of the fabrics. They installed around 500 true white lights in the exhibition area for putting the focus on the true colours and textures of the apparel. The team set up elegant wooden easel stands with details about the various zones and collections.
Each stall married artistry and functionality in such a way that the installations didn’t budge an inch nor the apparel crease. To display the collections, the team brought in special hangers which could withstand the roughest handling. They hung the denims in creative ways – belt loops in linear steel pegs made a strong statement, and wide hooks for skater jeans.
They customised apparel racks in versatile designs with the colours of Arvind and Lycra, while one was shaped like a tripod, another was a frame. They custom-created special bamboo stands for the visually stimulating Indigo Art Centre. Breaking the limits on the use of Indigo, the display showcased ways to use the dye on materials like metal and wood, bringing Indigo to furniture, furnishings, footwear and artwork. T3 set up this stall in an L-shape to bring out its best features.
T3 installed flying mannequins overhead, draped in outfits from the new range. They seemed to defy gravity as they were suspended mid-flight to demonstrate the fabric’s resilience and stretchability. Apart from the flying mannequins, T3 utilised various kinds of mannequins to demonstrate the innovativeness of the fabrics – motion mannequins, dress form mannequins, torso mannequins and sport mannequins.
They installed arm-length fabric rolls at the Stretch Workshop for visitors to get a look and feel of the stretchable denims. There were multiple rounds of media interactions at different spots of the venue.
The team saw through the execution of the workshops and media interactions, including the pattern-making workshop and live Q&As. They were simultaneously supervising rehearsals with the male and female models at the runway show. They choreographed the show to best flaunt the Power, Comfort and Versatility of the collection.
In the evening, all the attendees moved to the main stage area. The guest of honour was Rebecca Li, commercial director, Rest of Asia, Invista Apparel. She talked about the partnership and value chain partners on stage. Arvind and Invista then hosted an expert panel with industry experts titled ‘Looking beyond Woven-Knit Denim’.
T3 brought in a troupe of B-boys and B-girls on stage wearing stylish denim shirts and jeans from the newly launched collections. The troupe put up a sleek performance that defied gravity and set the ramp ablaze. The runway show that followed highlighted the most desired features of the innovative fabrics in the stylish collection.
Deepanshu Narang, Business Development Manager, “We feel privileged to have been given the opportunity to manage Festive 18 in both, Mumbai and Delhi for a high value brand like Arvind. At the multi-agency pitch, we presented the client with various concepts to translate the theme of “Gravity” into an extensive trade fair and stunning fashion show. We were able to execute the cutting-edge ideas into two mega events with international standards. There was a plethora of challenges in the logistics and aesthetics that come into play with events of such magnitude which our team resolved with ease.”
T3 won a multi-agency pitch to clinch the deal.