Ryan Lo - SS15 Pop Up Event Proposal

Ryan Lo

SS15 POP UP EVENT

Contents

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4-5 Introduction 6-7

Ryan Lo

8-9 Idea 10-11 Trends 12-13 Theme 14-15 Venue 16-17

Room Plan

18-25 Areas 26-27 Digital 28-31 Finances 32-33 Planning 34-35 Employees 36-37 Safety 38-39 References

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Image from Ryan Lo SS15 showcase

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Introduction

In order to stay relevant, fashion brands must constantly invent unique, exciting ways to connect with new and existing customers.

Pop-up events are a fantastic way to do this, as they can truly capture the essence of a brand and give guests a memorable experience that really gets them talking.

This proposal will provide Ryan Lo with an exciting event concept in order to promote the Spring Summer 2015 collection.

Every need will be catered for - from venues to props and finances - and everything has been selected with the collection in mind as well as a deep understanding of Ryan Lo as a brand.

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Ryan Lo Born in Hong Kong and educated in London alongside self-teaching from YouTube videos, Ryan Lo is a fairly new face on the fashion circuit. Lo honed his fashion design skills alongside designer Charles Anastase before deciding to go it alone and was quickly picked up by Lulu Kennedy of the Fashion East collective, which allowed him to gain backing for fashion presentations.

This support significantly raised the mid-range designer’s profile, and he now works alongside the London Showrooms and is stocked at Net-a-Porter and Opening Ceremony in the UK as well as globally in stores such as Yoko Aunty and V Files.

Ryan Lo’s collections have attracted stylists from fashion-forward artistic publications such as i-D, Dazed and Confused, Love, Dansk, 10, Clash and Wonderland as well as style bibles Vogue, Teen Vogue, Style, WWD and the Sunday Times. Bloggers such as Susannah Lau from Style Bubble are also keen followers of the brand.

Lo states that his collections aim to bring out a women’s inner girl, and wishes to appeal to ‘foxy, cheeky, crazy, sexy, youthful women who crave love’. The brand is targeted mainly towards the East London party crowd, with disposable income and a love of fashion.

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Lo has previously stated that his biggest inspiration is the Sex and the City girls, for whom he designs every collection for. His other ‘dream girls’ are Blythe Dolls - Rosie Red, Ichigo Heaven and Penny Precious are his favourites - Dior designer Victoire Castallene (she is the perfect mix of French elegance and Japanese style) and Kirsten Dunst as Marie Antoinette.

Influenced by many things in life, Lo’s other inspirations are Japanese culture, popular culture, Victorian drawings, pink and other bright colours, cakes, candy, tinsel, ribbons, pom poms and glitter. The brand is very maximalist, aiming to create an eccentric dream world filled with fun and a sense of romance.

Ryan Lo designs his chiffon, tulle, mesh, knit and mohair handcrafted creations to a soundtrack of Lana del Rey and Ally McBeal.

His favourite designers are Miu Miu, Comme des Garcons, Balenciaga and Marc Jacobs. As far as models go, he loves Mila Miletic and Eleanor Hayes Aligned with designers such as Martin Van Der Horst, Meadham Kirchoff, Sophia Webster, and Ashley Williams, a pop up shop would be a great idea for Ryan Lo in order to boost his young brand’s visibility.

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Invitees from L-R: Lulu Kennedy of Love Magazine, Susie Lau of Style Bubble and Pixie Lott

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The Event The event itself will be heavily focused on a strong promotional strategy as opposed to selling products. By inviting some of London’s key influencers to experience the event, it is hoped that they will get a strong understanding of the brand and how it will function in the future.

This in turn will inspire them to promote it.

with the brand and will want to express this to all of their friends and followers.

Attendance is invitation only and guests will be welcomed at different intervals, allowing them to get a complete experience of what the event has to offer without risk of overcrowding. By tailoring the arrival times, it also allows the event to cater more specifically for each type of guest.

The

specific

intervals

are

as

follows:

10.00-13.00 Fashion Bloggers 14.00-16.00 VIPs 17.00-20.00 Fashion Journalists

Although selling isn’t the main focus of the event, there will be a small opportunity for guests to buy key pieces from the collection, which creates a buzz around the collection and could convert guests into long-term customers.

Invitees will consist of journalists who have previously supported the brand from the likes of Love magazine’s Lulu Kennedy to journalists from other publications that will hopefully be converted into fans. Having the right people in attendance could spawn a number of articles about the brand, boosting its presence in the fashion industry. As these brands reach such a key audience, this is vital in the brand’s success.

Prominent bloggers on the scene such as Susie Lau will also be invited in order to encourage interaction between the physical and digital experiences, influencing readers of all ages.

Furthermore, a group of vibrant VIPs such as Pixie Lott, Kelly Osborne and Caroline Flack will be in attendance. These individuals are suitable guests as they are part of the East London party scene which perfectly fits within the brand’s aesthetic and ethos. It is hoped that they will feel a connection

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Social and Cultural Trends When creating the overall concept of the event, tapping into social and cultural trends is very important.

Punchdrunk is a theatre company focusing on live performances in which the audience is invited to take part and become fully immersed in the experience. It has received global recognition and is a unique way of performing theatre.

This event concept takes elements of Punchdrunk’s work in the way that the whole experience seeks to involve the visitors in Ryan Lo’s creations and designing mindset.

Furthermore, the concept taps into the social trend of constant engagement with digital media. The majority of western people

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aged 16-35 engage with digital media on a regular basis so it cannot be ignored.

Involving prominent members of the digital fashion sphere in the event and including some fun, digital extras will quite easily appeal to the average woman who finds social media, music streaming and blogs interesting.

Both of these trends will combine to create a new take on the traditional promotional event and mark Ryan Lo out as a fashion innovator.

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Theme The Ryan Lo pop-up theme is largely inspired by the recent collection showcase.

Fusing a young girl’s paradise with a tropical beach, it symbolises the juxtaposition of the cool exterior of the Ryan Lo girl and her inner desire to relive her childhood and have fun playing dress-up.

Expect to see trashy flamingos, beach props, blow up sea creatures and palm trees alongside grown up shabby chic interiors.

A colour scheme of feminine pastels contrasted with dashes of glitter and bright pops of pink will really set the scene alongside a general aesthetic of times gone by.

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Venue Serving as the backdrop to the whole event will be Dalston Heights, an incredible loft space in a converted factory in Hackney - a perfect location for the East London party crowd.

Stripped wooden floorboards, neutral decor and exposed structures give the place an underground, urban feeling. Featured in the venue and what makes it most appealing is a large number of amazing antique props.

Ranging from rocking horses to giant letters and retro sofas that all fit within the aesthetic of the event, the inclusion of these props will significantly reduce the cost of buying and hiring furtniture for the event.

The space is split into two large, open rooms with lots of natural light and has a capacity of 250 standing guests or 150 seated guests.

One room will be split into areas for storing any unused props and for employee facilities. Behind it will be a bathroom with a shower and a dressing room for models and hair and make up. The other room will host the main event space. In between the rooms is a separate WC and a fully equipped kitchen, where food can be stored and prepared.

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The venue itself is very accessible, being just beside Hackney Downs train station and a five minute walk from the nearest underground station. Parking is also available.

An event like the Ryan Lo pop-up is in keeping with the area’s creative and fun vibe. Even so, as this is an invitation only event, being only 5 miles away from W1 will not be an issue.

Delving deeper into the practicalities of the venue, the price is ÂŁ3,500 for a full day plus two half-days for set-up and take-down.

The price includes gas, electricity, water, internet and a professional photographer.

If required, there is the option to add on extra time at an additional cost and cancellations can be made within 2 days of the event for a full refund. The only other requirements from the venue owners is that anyone hiring the space must get third party public and employee liability insurance and that the space must be returned to its original state before keys are handed over.

Overall, the venue is fantastically maintained, in a good location and offers something more exciting and atypical than the usual fashion event locations.

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Room Plan

With a space so large and open, it makes sense to manipulate it in order to create the perfect experience for guests at the event.

The room will be sectioned off into different experiential zones, where the live theatre influence will be realised. Guests can wander freely from zone to zone, encapsulating themselves in the world of Ryan Lo and the SS15 collection from start to finish.

The zones will consist of a SS15 showcase recreation, lookbook area, lounge, glitter bar, private meeting area, shopping space and an exciting cinematic gift bag area.

Sensory

Senses are important to experiential events, and will be catered for in these ways: SMELL: Sweet cherry fragranced atomisers TASTE: Sweets, cakes, pastries and cocktails SOUND: Ryan Lo ‘Girl Power’ playlist TOUCH: Glitter, fluff, silk, wool, netting SIGHT: Childlike tropico meets shabby chic

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SS15 Recreation Upon entering the venue, guests will be wowed by the SS15 showcase recreation, where four live models will make an impact in the season’s key looks.

Gold glitter will serve as sand, and fake palm trees, flamingos and deckchairs will complete the tropical beach theme.

Paper lanterns and light up stars will bathe the scene in a glittering glow, creating the full Ryan Lo aesthetic from the off.

Nobody will be able to refuse the chance to have fun after viewing this spectacle, especially as the models giggle and drink pina coladas. Each guest will feel encapsulated in the girly spirit of the brand.

Lounge

After making their way past the lookbooks, guests will be spoilt in the cosy lounge with a mouth-watering selection of cake, mini cupcakes, sweet treats and colourful cocktails, supplied by sponsors Poison and Crumbs & Doilies.

This area will be all about relaxation and indulging and will feature stylish vintage sofas, soft lighting and feminine accessories.

Whilst taking a break, a fashion illustrator will offer each guest the chance to have an image

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drawn up of them, with their existing clothing swapped for their favourite Ryan Lo SS15 piece.

Each guests will be able to take this high quality, personalised gift home with them as a momento of their amazing experience.

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Private Lounge

Selected members of the fashion press will then be invited into an exclusive lounge between the hours of 5pm and 8pm when Ryan Lo will be present.

Here, they will be seated in a stylish, comfortable environment with floral displays, grand armchairs and they will be given a cocktail. They may then ask any further questions they require for their articles.

More personal to accompany and in general the chance to

photographs may be taken any coverage of the event the area will give Ryan Lo explain the SS15 collection.

Combining the overall event theme with privacy truly displays the professionalism that fashion journalists look for in a brand.

Glitter Bar The glamorous glitter bar will be open for all attendees, where a professional make up artist will work with glitter pots supplied by Stargazer cosmetics to glamp up eyes, lips and nails.

The focus of this area will be to recreate the Ryan Lo sparkly showcase beauty looks whilst making guests feel pampered.

It is hoped that visitors will love their beauty look so much that it will become a talking point on social media outlets such as Instagram and Twitter, boosting recognition of the brand to a larger audience.

It also promotes Stargazer, an event sponsor.

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Shopping Space Shopping may not be the focus of the event, but the specially-designed shopping space will be stylish with a retro vibe that will appeal to each of the guests in attendance.

Each individual will have the chance to browse, try-on and buy from a curated selection of key products, as well as some cool accessories.

Overall, decor will be kept to a minimum, with just two or three rails, a fitting room, two accessories tables and a cash desk.

If they like what they see, customers can purchase pieces at a 10% reduced rate during the event.

Nevertheless, this will be a great opportunity for individuals to view key garments in person.

Merchandising Merchandising will be very simple, allowing each key garment to speak for itself.

Two mannequins will display the pastel spaghetti-strap dress and the pink shiny dungaree respectively. Rails will hold the blue knit dress, octopus vest, purple culottes, pink cardigan and pink vest, amongst other things.

On the accessories tables will be starfish necklaces, rings and earrings, along with multi-coloured strap shoes.

Visible stock will be kept to a minimum and replensihments and alternate sizes will kept in the storage facilities in the second room.

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Projection Area

The projection area will be the last chance that guests have to be inspired whilst in the venue, therefore it will be eye-catching.

A projector will take centre-stage, playing footage on a loop from the SS15 showcase, which will tie in all of the details of the event with the original show and the collection.

Beside the projector will be giant letters spelling out Ryan Lo, along with bright stars similar to those in the SS15 recreation themed area.

Gift bags for every attendee will be placed beside this display, and each guest is invited to help themselves on their way out.

Gift Bag

A branded Ryan Lo gift bag is the perfect way to ensure that every guest leaves the event feeling inspired by Ryan Lo and remembers the brand in the future.

Inside each gift bag will be a Crumbs & Doilies boxed cupcake, a miniature Posion cocktail, a Stargazer glitter pot, a Ryan Lo pen and a 15% off voucher.

It is hoped these little touches from each area of the event will reinforce the brand message.

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Digital As previously stated, the digital experience is a social trend that has taken the world by storm. Consumers now expect fashion brands to incorporate digital aspects into everything they do to allow them to be in the know at all times.

This concept caters for the digital experience in a number of important ways. Firstly, the hashtag

# R Y A N L O S S 1 5

will be displayed to encourage any visitors to the event to add it to any social media posts they may make. It is easy to remember and therefore likely to be used by guests.

Hashtags are very important as they allow individuals to access information on a particular topic in one place.

Furthermore, since a number of high-profile fashion bloggers will be attending the event, a selected few will be given Ryan Lo attire to wear to the event to allow them to do complete, sponsored posts.

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This will appeal to a wider-reaching audience of blog-readers, and even if these individuals are not neccessarily going to buy from Ryan Lo, the promotion will aspire to be part of the brand.

Finally, since Lo’s musical inspirations are of great importance to his design process, a Spotify playlist will be created with all of the exciting songs that helped the designer to realise his collection. Each song will have a strong sentiment of girl power, fun, youthfulness and freedom . It will seek to connect music lovers to the brand and widen its reach.

All of the digital experiences will offer those who are not able to be present at the event the chance to experience Ryan Lo and the SS15 collection, something which is very important today.

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Budget

This event concept comes in just under budget, which leaves a little extra for any last minute requirements or extras.

Everything has been included in the budget, from the venue hire, all equipment, decor, food and drink, gift bags , deliveries and human resources.

The budget is helped massively by the fact that all services come included in the venue hire, sponsorships have saved on food, drink and cosmetics costs and the venue is equipped with lots of decor of its own.

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Sponsors Sponsorship is a mutually beneficial agreement as it saves money for the event host but also gives the sponsor the opportunity to be promoted to a new or existing target market.

Sponsorship of food at the event will come from CRUMBS AND DOILIES, a sweet treats company based in 3 locations in London, who have been established for a number of years. Specialising in cupcakes, they will provide two large bespoke cakes and a selection of cupcakes and sweet treats for the catered side of the event, as well as boxed mini-cupcakes for gift bags.

Drinks sponsorship comes from POISON COCKTAILS, who will deliver a number of different flavoured alcoholic and non-alcoholic cocktails in jars for the event as well as delivering a selection of mini cocktails for gift bags.

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Cosmetics are vital for the event and will be provided by STARGAZER COSMETICS who will equip the make-up artist with a series of glitter pots for eyes, glitter lipstick and glitter nail-varnish.

They will be used on models, staff and guests.

In return for their goods, each sponsor will receive full promotion to a large number of fashion journalists, important celebrities and bloggers with large numbers of on and offline followers.

With this exposure, their brands could see a significant boost in sales, making the event a worthwhile sponsorshop opportunity.

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Timescale 32

Day Plan

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Employees Assisting with making the event run smoothly will be 15 members of staff.

The breakdown of staff will be as follows:

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3 IN HOUSE STAFF: Three members of the Ryan Lo team who have a deep knowledge of the brand, assisting with floral arrangements, catering set-up, tidying, merchandising and taking payments for products.

1 HAIRDRESSER/MAKE UP ARTIST: This multitalented individual will work both before the event applying the beauty looks to the four models and during the event applying beauty looks to guests.

1 CONCIERGE: One external member of staff manning the door as this will be an invitation only event. This individual will carry an iPad with a list of guests on and will alert staff members of any security breaches.

1 SENIOR FASHION DESIGNER: Ryan Lo, head of the brand, will be present for three hours to talk with fashion journalists and have photographs taken to promote his brand and latest collection in a personal way.

1 PHOTOGRAPHER: Capturing all of the fantastic moments during the event and snapping each of the exciting guests that arrive will be a photographer, included in the price of the venue.

2 REMOVAL STAFF: These individuals will transport goods from the studio to the venue, help set up the venue and set down the venue and transport goods back to the studio.

1 ILLUSTRATOR: Drawing stylish illustrations of the guests in the lounge will be a fashion illustrator, who will replace guests attire with Ryan Lo designs in the sketches they produce.

1 ELECTRICAL ENGINEER: Included in the price of hiring electricl equipment will also be an electrical engineer who is fully capabable of setting up sound and lighting equipment.

4 MODELS: From a premier model agency will be four models, who will interact with guests in the showcase recreation area and will be wearing the collection along with the key beauty looks.

All staff will be subject to the Employee Welfare guidelines to ensure that everyone is safe and treated properly.

Every staff member will be paid a fair wage.

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Health & Safety

A simple risk assesment has been drawn up to show that the event can run safely and smoothly. Everything from vehicles to electricals and slips has been covered.

It is vital that every member of staff and every guest that enters the venue and its surrounding area will be safe, and that the venue itself will reman undamaged.

Everything on the risk assessment has been listed in accordance with official UK Health and Safety guidelines.

For any risks highlighted, every attempt will be made to prevent accidents.

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Image References All image references in order of appearance.

-http://img1.etsystatic.com/013/0/6705268/il_fullxfull.417313657_pq38.jpg -http://cdni.condenast.co.uk/1280x1920/Shows/SS2015/London/R-T-W/ryan_lo/006.jpg -https://36.media.tumblr.com/900adcab62de58d8017e309f262a578b/tumblr_nca1gscJO71qbxcyqo1_500.jpg -http://www.theupcoming.co.uk/wp-content/uploads/2014/09/LFW-SS15-Ryan-Lo-Krish-Nagari-The-Upcoming-15.jpg -http://www.julianwatsonagency.com/img/blogs/2014/09/20_SHOWS/CWMVH_lfwrynl01.jpg -http://i.ytimg.com/vi/p5d2DAXJxLs/maxresdefault.jpg -http://40.media.tumblr.com/043a69fbc46260de1ebba650ab1477be/tumblr_ncrmwmsrYL1qbej5uo1_500.jpg -http://showstudio.com/img/instagrams/99401-99600/99473_960n.jpg?1410868744 -http://media-cache-ak0.pinimg.com/736x/62/f0/8f/62f08f646c308eae26be1ad086632ab5.jpg -http://data2.whicdn.com/images/13681404/large.jpg -http://cdn2.hellogiggles.com/wp-content/uploads/2011/09/sexandthecity.jpg -http://weareselecters.com/files/resize/640x1200_files/images/ryan-lo-ss15-323478.jpg -http://images6.fanpop.com/image/photos/35300000/Pink-Cupcakes-cupcakes-35382063-566-848.jpg -https://farm4.staticflickr.com/3831/9924954806_b76e31a550_n.jpg -http://2.bp.blogspot.com/-wNxwO-frHyY/UIoNdwcTECI/AAAAAAAADvA/8ekLj6pBlkc/s1600/paula1.jpg -http://1.bp.blogspot.com/-wWm09iWe8U0/UXvMjT0IDEI/AAAAAAAANW0/VFZMQtTt8lM/s1600/ASDA2.jpg -http://cdni.condenast.co.uk/426x639/k_n/lkennedy_v_12aug10_jshandkydd_b_426x639.jpg-http://1.bp.blogspot.com/-VfJuV3Nc6Lk/URL6uwiOaII/AAAAAAAAG1g/tSlcuLTW4Ys/s1600/Suzie+Bubble+2.jpg -http://uk.glam.com/files/2013/12/PixieLottMoschino.jpg -http://cdn.c.photoshelter.com/img-get2/I0000dC1z.5aeHds/fit=1000x750/Masque010.

-http://cache4.asset-cache.net/gc/200196591-001-young-woman-using-mobile-phone-women-in-gettyimages.jpg -http://www.dalstonheights.com -http://fitnesschrysalis.files.wordpress.com/2013/07/cherries.jpg -http://www.sweetdisplay.com/wp-content/uploads/pink-buffet.jpg -http://upload.wikimedia.org/wikipedia/en/9/93/Cyndi_Lauper_23.jpg -http://www.pinstripeandpearls.com/wp-content/uploads/Gold-Glitter-Evening-Bag-Clutch-Bag-Close-Up.jpg -http://www.lovethispic.com/uploaded_images/21653-Palm-Trees-At-Sunset.png -http://www.littlecupcakeboxes.co.uk/cupcakeboxes/yum-yum-cupcake-box-300.jpg

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-http://cdn.shopify.com/s/files/1/0183/1525/products/209_large.jpg?v=1380990605 -http://www.makeuplaza.com/images/uploaded/products/1529_5001_nagy.jpg -https://fbexternal-a.akamaihd.net/ -http://www.cross.com/image_lib/images/AT0402-4_300dpi.jpg -https://www.flickr.com/photos/60505760@N06/15772267457?rb=1 -http://blog.formstack.com/wp-content/uploads/2008/11/crumbs-doilies.jpg -http://im.ft-static.com/content/images/ceceb408-e39c-11e2-b35b-00144feabdc0.img -http://cdn.shopify.com/s/files/1/0183/1525/products/209_large.jpg?v=1380990605 -https://www.stargazer-products.com/nail-decor.html -http://www.sunna.fi/site_img/2020/x/stargazer_logo.png -https://41.media.tumblr.com/352164c43d9583c269410783520851ca -http://www.dalstonheights.com -http://fitnesschrysalis.files.wordpress.com/2013/07/cherries.jpg -http://www.sweetdisplay.com/wp-content/uploads/pink-buffet.jpg -http://upload.wikimedia.org/wikipedia/en/9/93/Cyndi_Lauper_23.jpg -http://www.pinstripeandpearls.com/wp-content/uploads/Gold-Glitter-Evening-Bag-Clutch-Bag-Close-Up.jpg -http://www.lovethispic.com/uploaded_images/21653-Palm-Trees-At-Sunset.png -http://www.littlecupcakeboxes.co.uk/cupcakeboxes/yum-yum-cupcake-box-300.jpg -http://cdn.shopify.com/s/files/1/0183/1525/products/209_large.jpg?v=1380990605 -http://www.makeuplaza.com/images/uploaded/products/1529_5001_nagy.jpg -https://fbexternal-a.akamaihd.net/ -http://www.cross.com/image_lib/images/AT0402-4_300dpi.jpg -https://www.flickr.com/photos/60505760@N06/15772267457?rb=1 -http://blog.formstack.com/wp-content/uploads/2008/11/crumbs-doilies.jpg -http://im.ft-static.com/content/images/ceceb408-e39c-11e2-b35b-00144feabdc0.img -http://cdn.shopify.com/s/files/1/0183/1525/products/209_large.jpg?v=1380990605 -https://www.stargazer-products.com/nail-decor.html -http://www.sunna.fi/site_img/2020/x/stargazer_logo.png -https://41.media.tumblr.com/352164c43d9583c269410783520851ca/tumblr_mmhb5vfF2Z1qhjirqo1_500.jpg

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DE0921 EVENTS MANAGEMENT

By Bethany Watson - W13004841