Bestseller India’s 10 Year Celebrations by Toast: 6 Brands, 6 Celebs, 1 Phenomenally Awesome Event
by EVENTFAQS Bureau Marketing | August 23, 2018 | News
Bestseller India Toast Events
Bestseller India, the Danish fashion company, behind marquee brands Jack & Jones, Vero Moda, Only celebrated their 10-year presence in India with a bang.
Celebrating the milestone, the event hosted partners of the company who have supported the brand through the journey to 10 years starting from 1 brand and 1 store in 2008 to now being 6 brands and 1300+ stores in 2018. Bestseller offered Toast Events the mandate to conceptualise and produce the event.
Presenting this celebration in a larger than life format, every aspect of this experience was to set a benchmark for the next. With the cherry on the cake being, Bestseller India for the time ever in their history planned to showcase all 6 brands in their portfolio under one roof through an Autumn-Winter collection preview, as 6 iconic celebrities walked the ramp for each brand, unlike ever done before.
Toast Events having worked with the brand through its journey, this event created a landmark moment for the experiential agency as well. While taking the complete responsibility of the event, Toast Events was also given the task of building buzz prior and post the event as well as establishing each individual brand’s ethos during the event while also managing all the hospitality responsibility for guests travelling from across the country.
The primary design objective of the event was incorporating the DNA of the brand all through the event. The 2 main pillars of the design were leveraging the brand colours of Bestseller India; grey, black and white across every aspect of the event while also taking elements from their Danish heritage.
Taking this thought forward Toast events created carefully detailed personalized invites for every guest. A grey case with the invitee’s name etched on each box, a black ribbon branded with all 6 brands, a personalized bottle of champagne carrying the name of the guests, an insert with 10 things to do before to the event incorporating a fashion perspective were hand-delivered to each guest. The invite was also accompanied with a personal handwritten note to each guest.
With the concept finalised, Toast set off with the task of creating a stage befitting the celebration. An ambitious multilevel outdoor stage was designed to integrate the identity of Bestseller India and keeping in mind the scale of the event. The stage was designed with 6 screens each showcasing a different brand in the company’s portfolio and a central screen showcasing the company’s visuals. The look and feel of the stage also represented a raw, grunge setting keeping it true to the brand's personality.
The fashion showcase was the high point of the event and saw 6 brands, 16+ collections, 150+ outfits and 6 showstoppers come together seamlessly. Each showcase was completely different from each other using visual content, distinct music, and creative choreography.
The visual content created for the event took away all the plaudits with not only being very innovative content but also how perfectly the content fit each brand and showcase. Toast Events created customised visual content for each brand keeping in mind each brands aesthetics, origins and personality. Guests were transported from creative graffiti spaces to a sunset across the Miami skyline, from an Autumn forest with falling leaves to the streets of New York. The visual content also creatively combined each collections patterns and artwork with the visual content taking the content integration to the next level.
One of the biggest highlights of the event was that for the first time ever, Bestseller India associated with 6 different celebrities for 6 of their brands. Each celebrity was shortlisted carefully basis each brand’s personality. The event saw Kiara Advani, Priyank Sharma, Jim Sarbh, Shikha Talsania, Sonakshi Sinha, and Ranveer Singh walk the ramp for the 6 brands. The celebrities not only added the glamour to the event but were the cornerstones to amplify the event to the right media and audiences.
The event was a huge success and had everyone on social media talking. However, it was also the detailing work done on the event by the Toast team that caught everyone’s eye. From customised invite cases and personalised bottles bearing the name of the guests, X shaped table stands denoting the 10-year celebration, having multiple screens to showcase all the existing brands in Bestseller India’s portfolio, having the Bestseller India team sit on table 10 and creating brand-centric visual content, every minute detail was planned and executed to the T.
“There is a global trend right now where the lines between creative, digital and event agencies are blurring. Brands are looking to work with agencies that offer 360-degree solutions to curate and execute entire campaigns. Brands in India have started following the same trend and we want to make sure that Toast Events is right at the forefront of it.”- commented Harshad Chavan, MD, Toast Events.
Bestseller offered Toast Events the mandate to conceptualise and produce the event.