FA S H I O N M A N A G E M E N T
MARNI POP-UP EXHIBITION EVENT PROPOSAL
Chen Luming Introduction This project is a creative proposal of an offline pop-up store in Santa Monica, Los Angeles for Marni’s latest special editions on the official website: Marni Gaming market. This is designed as a follow-up of Marni's pop-up store in Chengdu. The theme of this pop-up store is to commemorate the classic video games of the 1980s. The highlight of the event was the pop-up store's use of bricks and Legos to embody the elements of retro video games, which show on many displays and interaction parts of the classic video games in different forms in this pop-up exhibition. This time, the target customer group of this pop-up store are Millennials who like pop culture and new things, and are financially independent with experience in luxury fashion consumption. A charity project that connects Marni with Santa Monica locally is also included in this proposal: Marni Trash Art. This charity project highlights the importance of sustainable designs and the awareness of ocean protection. Last but not least, the project includes a process of the opening ceremony in the fashion event.
Brand positioning and pop up store positioning :quaint, off-beat, funky, young, exclusive prints and textures, pay attention to the use of color, literature, unique to hard to copy, bright
Signature products: Leather goods: the Trunk bag (one of Marni's best-known pieces, inspired by the lines of the designer Consuelo Castiglioni's bic ycle, which she likes to cycle around looking at the scenery) Accessories: Square buckle slippers, and Marni basket bags.
Iconic Production
Portfolio -Luming Chen Chen -Portfolio -Luming
2020 - 2020 --2019 - 2019
GAMING MARKET
01
Marni’s brand identity in recent years Textile: Retro repetitive Print, Knit and weave. Color: Bright Color Blocking.
Portfolio
--
Luming Chen
--
2019 - 2020
Target customer profile
Competitors analysis
FA S H I O N M A N A G E M E N T
Marni Timeline
Marni’s target customers are usually described as “artistic”, “feminine”, “funky” and “offbeat”. They are people who are fond of curious and sophisticated style of fashion They clearly understand their choices on fashion styling and decisions. Income level is around 3000 euro per month. They live a busy international first tier city life. The Marni woman knows how to appreciate a garment for its quality and craftsmanship, and gives importance to a product’s manufacturing They have a passion for art and culture. Women in this target group ‘‘gravitates towards premium and often luxurious brands and experiences to affirm their identity”
02
since this time our pop-up store focuses on accessories, shoes, bags and furniture, while millennials are the main customers of the products sold in this pop-up store,
GEN X's age group usually buy more clothes from Marni, so the main customer of Marni's clothes is GEN X.
Portfolio
--
Luming Chen
--
2019 - 2020
the following is the customer profile board aimed at Millennials.
•
Willing to try new things
•
Like to travel, wide knowledge
•
Very interested in pop culture
•
Willing to share their life on social media
•
Living and economic independence,
•
They have their own living space, so they think independently
•
They always know what's popular right now
•
Like to get all the resources from the mobile Internet
•
Freelance career
FA S H I O N M A N A G E M E N T
The Marni gaming market is aimed at Millennials
XENNIALS are interested in Marni’s clothes and bags as well as shoes and accessories.
People in the late 20s and 30s will be interested in Marni‘s accessories and bags and shoes, so MILLENNIALS are the major consumer group of Marni‘s accessories and bags and shoes.
03
Take Marni gaming market as the theme to extend the pop-up activity of Starbucks Marni market cafe in Chengdu in May, 2019. Features of cooperative public figures:
Marte Mei Van Haaster, new supermodel: she is very popular among famous brands. She has shot blockbusters for Celine and Marc Jacobs,Both brands have very specific styles.
Caroline Daur, fashion blogger: have her own ideas of clothes matching
Previous Pop-up store research
Portfolio
--
Luming Chen
--
2019 - 2020
1. Distinctive personality characteristics. Take Juan Du for example, she is an international model, her cool and elegant are the words that people think of when they think of her. 2. Have their own ideas about how to match their clothes.For example, Shuying Jiang is a very good collocation of clothes artist. 3. Most are Millennials. 4. Marni really enjoy working with models. 5. Their Looks are very recognizable. Marni emphasizes its unique and irreplaceable.
FA S H I O N M A N A G E M E N T
Who are the influencers/models Marni has worked with in recent years?
Marni Gaming Market pays tribute to gaming through a series of pixelated videos games inspired by classic ‘80s videogames, which playfully illustrate some of the Market’s iconic products. Activities are held in Santa Monica, next door to the amusement park. This time, the Marni pop-up specializes in accessories, bags, and furniture. However, there is no special restriction on what can be sold. For Marni products that do not appear in pop up store, you can also buy them. Furniture can also be pre-ordered. So Marni can inform the factory how much furniture they need to make.
04
Marni Gaming Market Activity Flow Map
2019 - 2020
Marni Gaming Market Appearance in Santa Monica
FA S H I O N M A N A G E M E N T
Advantages and disadvantages of Sino-Ocean Taikoo Li Chengdu Pop-up event
Portfolio
--
Luming Chen
--
Diameterďźš60 meters
In the Evening, the pop-up shop will have fluorescent lights outside.
05
Invitation listďźš60 people totally
Logo wall This Lego wall is a collaboration with Andy Bauch Studio, and Lego wall will be placed outside the gmaing market.
invited guests
The invitation is made of Lego pieces. Different guests will get different Lego pieces. When they
come to the activity and sign in, they need to put their Lego pieces in the corresponding position. Once everyone has put the Lego pieces in place, a Marni product will appear. Next to the sign in
board, there will be an electronic screen showing who has signed in. At the end, all the names of all the people will be on the electronic screen, indicating that these people have completed the Lego work together.
We will Invite Andy Bauch to build Lego wall and sign in board. There will be a Lego inside the guest‘s invitation. On the back of LEGO, we will tell the guests
FA S H I O N M A N A G E M E N T
Lego: iconic, increased exposure, hot spots for photos
Sign in board
where should put the Lego. We will also enter in the system which guest gets which LEGO, so corresponding guest will appear on the electronic screen. Such invitations are not easily pirated.
They often appear in blockbusters and catwalk shows in Marni
Portfolio
--
Luming Chen
--
2019 - 2020
when the guest signs in, the system will directly identify who signed in, and then the name of the
Invitation card
1
2
3
4
When all the guests arrive and place the lego in the appropriate position, the
Electronic screen
design of marni's bag is displayed.
New supermodel, who shoots blockbusters for Marni, is highly regarded by Celine and MAC Jacobs
06
Super Mario
Pac-Man
FA S H I O N M A N A G E M E N T
Game zone: there are four interactive experience games
Portfolio
--
Luming Chen
--
2019 - 2020
This is a history review of Marni. In a form of the maze, there will be pictures of Marni‘s products, past pop-up store activities, and previous activities held by Marni, etc. People can learn about Marni’s past and characteristics while solving the maze. Maze solving was a classic and popular game in the 1980s.
The protagonist of the game will become the image of Marni green fuzzy ball. Participants need to use the motion sensing mode of running, jumping and crouching to avoid all obstacles, so that fuzzy ball can successfully reach the final destination.
In the game, when you jump up and hit the brick, instead of gold coin, what comes out is the product and product information of Marni's pop-up store.
When the game scores reach a certain height, you can obtain a coupon for Marni's products.
Super Mario is a classic video game of the 1980s, so it is a perfect place to put super Mario in this Marni Gaming Exhibition market.
Bubble Bobble
A single player can use a joystick to control the direction of the pointer. Players shoot Marni basket from the Marni basket launcher below. It also supports two-player games where two players compete a g a i n s t e a c h o t h e r. M a r n i coupons are available to players who do not lose.
Pac-man is also a classic video game from the 1980s.
Participants sit in a Pac-man chair and wear VR glasses to play the game. The Pac-man moves in the direction of the player's body. People need to
eat as many Marni products as they can in the Pac-man 3D world and earn coupons for Marni products.
Breakout Clone
This game was popular on the iPod in the 1980s. Players use the sensor handle to control the baffle, baffle need to catch the ball, the ball can not fall down. The colors appear in the background (the background is a Marni bag style). When all the colors are available (the Marni basket has a full image), players get coupons.
07
Furniture display and purchase area. Customers can use coupons.
Marni accessories and shoes display
area and purchase area. Customers
Portfolio
--
Luming Chen
--
2019 - 2020
can use coupons.
FA S H I O N M A N A G E M E N T
Product display area
There are Marni commemorative coins inside, and if participants successfully clip them, they will get commemorative coins for free.
Marni bags display and
purchase area. Customers can use coupons.
08
Catering Service This is plates and cups integrated container for food. The plastic used is recyclable plastic made by Parley.
Portfolio
--
Luming Chen
--
2019 - 2020
burgers, pastries, ice cream and beer as well as soda.
FA S H I O N M A N A G E M E N T
This is the catering service area of the Marni pop-up store, where you can buy oysters,
The pictures below are not all of Marni's past Charity activities, but the most recent ones
Oyster is from the popular snack bar The Oyster Gourmet, LA. Burgers are from the famous restaurant Eggslut in LA. Ice cream is from McConnell's Fine Ice creams, based in southern California.
09
FA S H I O N M A N A G E M E N T
Charity Project : Marni Trash Art characteristic
. a program called “ocean plastic”, which reproduces Parley For The Oceans: Parley has the ocean waste fragments they collect into new products, providing materials or finished
Santa Monica is the sixth most polluted beach in the United States, up from seventh last year.
Portfolio
--
Luming Chen
--
2019 - 2020
products for the production of sports, fashion and luxury
What Marni and Parley can do about Ocean trash .
Brooch and key chain integrated This is a brooch as well as a key chain. Every customer who comes to the pop-up will be given a Marni brooch made from recycled Marine
For the charity project, Parley is working with Marni, a company that specializes in Marine conservation and recycling.
plastic waste by Parley. When people wear this brooch, it can not only remind people of the awareness of environmental protection, but also increase people‘s attention to Marni.
This is a showcase on how to turn Santa Monica plastic garbage into Marni furniture semi-finished or finished products. Parley can use the collected Marine plastic waste to make semi-finished or finished products of Marni furniture, which can reduce the harm of plastic waste to the sea and living things 10