This Anya Hinmarch show caught my attention and inspired me to research further into the creativity and simplistic approach.
Exploring new edgy designers led me to Monique Lee Millinery. Her work is creative, classy and has a unique spark. Focussing on elements of her designs gave me a platform to elaborate on the Lego element.
Examining her designs the obvious expansion route was to concentrate on her speciality of hats worn for weddings and special occasions such as the races. The demand for this is high during the spring/summer season so it felt natural to investigate typical summer activities to form the basis of the event.
Using the layers of my research, the direction that the show needed to take became apparent. An Ascot summer race day is a prime location to attract the perfect clientele. My objective was to create a quirky, fun event retaining the class of the brand in keeping with the Ascot dress code.
Following this I researched into the Lego Art Craze that has evolved in recent years. This provided me with my initial idea of combining worlds of Lego with reality. My aim was to inject some fun into the fashion show.
Nature and the outdoors was an area Monique had touched on beautifully however not fully engaged with. This was a prime opportunity to do so by incorporating sculptured gardens and distinctive features with a fun edge.
CONCEPT Ascot Racecourse will be the venue for the launch of Monique Lee’s millinery Spring/Summer 15 collection. It will be held on 20th June Royal Ascot race day fixture and will feature a Lego garden sculptured to frame and enhance the beauty of the Lego inspired collection. The garden will be positioned within the grounds of the racecourse for invited guests and Premier Enclosure Badge holder’s to investigate. The first show will be dedicated for invited guests only and will begin at midday. There will be a further 4 shows throughout the day to attract potential clients. Theoretically this show extension will expand awareness and encourage promotion of the collection using social media distribution. Pimms will be served on arrival for all guests. Doors open and the music and light show will guide visitors through the garden. Guests will be encouraged to take photographs and roam the event at their leisure. The flow of guests will be divided into average groups of approximately 8 to retain a minimal effect and not look over crowded. Guest can then saunter through three sections of the garden. The first section focuses on a patch filled with flowers, bushes and a tree. Secondly, guests will be guided to the pond area and bridge leading to the finale butterfly where the business cards will appear to grow out of the ground around the butterfly, urging guests to collect one. The garden will include hats that are incorporated into the structure. They will be intermittently revealed and shown more prominently from the structure at strategic stages within each section. After the show guests will then be invited to take a gift box filled with a hat pin, detailed with a Lego flower. Additionally it will provide details of how to contact Monique and all the Social Media tags as a token of gratitude and appreciation for attending the event.
SOCIAL NETWORKING COMPETITION
INVITATIONS The invitations will be a Lego brick box that opens with an engraved personal race badge. It will include the date, time, location and name of the show. This will allow guests to enter into Ascot on the race day and also into the Premier enclosure for them to enjoy the races after the show.
LEAFLETS These will be handed out as each visitor enters the racecourse. They include all the information about the show and details on how to register to visit the event which is open to the public from 1pm. Distribution of the leaflets provides brand awareness to the right people even if they choose not to attend the show.
Fans and customers from the social networks of Facebook, Twitter and Pintrest will have the chance of winning a Ascot Race day Experience, in the Premium enclosure on the day of the show. The prize includes 2 Ascot tickets, 2 places in the first show and £50 refreshment voucher to spend on the day. In order for fans to be in with a chance of winning, they need to share the promotional competition and the attached trailer video on their Facebook profile, alternatively on Twitter retweet the video, or on Pintrest ‘Repin’ the post. All this exciting promotion will engage new customers and promote the show.
PROMOTIONAL VIDEO This video will be created in order to attract potential visitors to come and see the show. It is designed to set the ambience and mood of the show. Displaying elements of the concept enough to engage the customer, but leave some mystery to stimulate the desire to come and visit.
POST EVENT Feedback on the event will take place by Monique Lee Millinery contacting visitors of the show via email. The e-mail contact will be supplied as part of the registration process.
GIFTBOX
As a gesture of gratitude, all visitors of the show will receive a gift box containing a hatpin and information on how to contact and discover more about the brand. During the finale business cards will appear as if they are growing from the ground, these are for the guest to take. The Lego inspired business card and gift box are displayed below.
STRATEGIC IMPLEMENTATION INFORMATION The focus of the show is to promote Monique Lee Millinery. It is essential to use this opportunity to enhance her talent, creativity and distinctive ideas through the show. In addition to promoting the brand awareness we aim to target customers that are potential clients. Guests will include: - Previous Loyal customers - Publications: Vogue, Elle, Bazaar, OK, Hello, The Daily Mail. - Bloggers: Susie Bubble and Geoffry Mintz - Coleen Rooney - The Duchess of Cambridge - Zara Philips - Catherine Jenkins - Kelly Brook - Louise Redknapp - Paloma Faith - Amanda Holden - Emma Willis - Nicola Roberts - Fern Cotton
EQUIPMENT
An equipment list naming all the things I will need to include in the show for it to run smooth. The Lego Structures: Other Essentials • Giftboxes • Butterfly • Pimms • The Collection • Tree • Business cards • Glasses, fruit and jugs • Bushes • Refreshments • Lighting • Flowers • Sound system • 3 Helpers on the day to • Pond and Stones • Electronics to spin and move hand out giftboxes and drinks. • Pathway the props. • Stepping Stones • Leaflets • Lego Floor • Walls
TIMELINE
Build Lego structutres Send invites and begin promotion Sort transportation of Collection, Lego, lights and speakers. Lego structures, lighting, collection, speakers transported.
8am 9:15am
Hats placed Full show rehersal Leaflets at the entrance to invite other racegoers
2 posts a day on social networks 6am
Lighting positioned
10:15am 10:30am -12pm
EVENT DAY Lego frames and structures placed in position
7am
8:40am Speakers in place 9:45am
Check electronics work
10:30am 11:30am
Music begins and guests can enter.
The race day opens * Collect guests at the entrance for Pimms reception
12pm
Hat props begin to move: up, down, in , out and spin in sync. Section 2: Pond and bridge Business cards grow out of ground as flowers Exit the garden 12:30pm Clean and refresh show
Times and location confirmed at Ascot Select music and order gifts, leaflets, invitations and
Light show guiding the way in sync with the music Section 1: Tree and flower patch. Section 3: Finale at the butterfly Guests take a business card Collect a gift box
12:30-1pm Rest of the day ...
Follow up show through social networking and email.
Repeat from * 4 times at:1pm, 2pm, 3pm, 4pm.
VIEW 1 The whole garden will be constructed in Lego. This is intended to provide a surreal ambience and leave a memorable effect on the visitor.
Some examples of Lego structures.
VIEW 2
VIEW 3