EVENTS

EVENTS MANAGEMENT TH E P ROP OSA L D O CU ME N T

HANNAH BRIGGS

C O N T E N T S

1-2

The Designer

3-4

Ta r g e t M a r k e t

5-6

Social, Cultural and Economic Trends

7-8

The Concept

9 - 10

Location

11 - 14

Design

15 - 16

Social Media Strategy

17 - 18

Promotion

19 - 20

Logistics

21 - 22

Health and Safety

23 - 24

Finance

25 - 26

Schedule

THE DESIGNER

Marques Almeida is our chosen designer from the NEWGEN SS15 campaign. Marques Almeida consist of a Portuguese duo, which resided in the UK and graduated from Central St Martins, before going on to achieve greater things as two designers combined. As a group, we thought it would be interesting to use them, as their designs are minimal yet unique; they take a spin on the old and turn it into something modern and mesmerizing. They mainly work with denim; it’s the brand’s DNA. While working on their final Saint Martins collection, Marques' Almeida set out to find the essential ingredients of, what they call, the "youth code": the essence of vitality, rebellion and tomorrow's generation. With piles of research they decided that it ultimately boils down to three elements: leather, white T-shirts, and denim.

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“ D E N I M I S O U R D N A .”

See Figure 1.

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TA R G E T M A R K E T RESEARCH

I can understand why brands such as Topshop and Opening Ceremony are supporting the Portuguese duo, as their collection and brand aesthetic is very relevant to the consumer’s wants at this current time.

The ripped jeans phase is massive at the moment, so they come into that spectrum quite well with their own denim-based collection. The brand would suit outgoing fashion-forward people, that aren’t afraid to wear double-denim no matter what the season. These types of demographic are usually relatively young and have disposable income to spend – therefore they could possibly be students or graduates.

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“ Y O U N G , C O N F I D E N T, A N D I N D E P E N D E N T.”

See Figure 2.

4

SOCIAL,ECONOMIC A N D C U LT U R A L TRENDS

SOCIAL In terms of social trends, people are becoming more inclined to look good, stylish and ‘ahead’ more than ever before. They want the latest looks and innovative designs quickly and with ease – this is where the social media takes place. Today, both fashion bloggers and companies are using the online platform as a way of promoting themselves to the general public, by appealing to them through the engagement of multimedia channels. Twitter, Instagram and Facebook are the social giants that encourage such interaction.

5

C U LT U R A L The cultural diversity in British society today is astronomical. The fact that Marques ’Almeida are originally from Portugal, yet reside in London, makes them seem even more brand-worthy to expats and other immigrants. They’re becoming a well-sought after image, their basic designs is wearable for anyone, and in a cultural sense, that’s a big marketplace.

ECONOMIC As the UK seems the prime area for Marques’ Almeida brand and they expanded from London, it seems only logical to focus on that geographic location. In terms of this, the UK is currently coming out of the recession, and more people are buying more things, more often. Therefore, for a unique and diverse out-there brand such as Marques’ Almeida, this is the perfect time to really promote themselves to the target consumer.

6

THE CONCEPT

The concept for the Marques Almeida pop-up shop is to intergrate all elements of the brand together. These key, core elements would be what the brand itself is made up of. That is, primarily raw and organic materials such as wood and denim. This is because the shop needs to immerse people into the Marques Almeida world, and take them on a journey.

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See Figure 3.

See Figure 4.

“ R E B E L L I O N, V I TA L I T Y A N D T O M O R R O W ’ S G E N E R A T I O N .”

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LOCATION

See Figure 5

19 Petticoat was chosen purely because it represent’s the Marques Almeida aesthetic. The white-washed walls acts as a perfect backdrop for alterations, and the location itself is in a prime area within East London. It is near the infamous Petticoat lane market, which holds plenty of unique clothing and low-key designer work. Therefore, the area itself has plenty of footfall, from both the general public and tourists alike. It also has easy accessability with the Liverpool Street Station nearby and plenty of bus routes.

Amenities - Wired Internet / Wifi - Electricity - Hot Water

9

- Shelving - Heating - Bathroom

- Windows - Security Guard - Cold Water

19 PETTICOAT GLOUSTEN ROAD EAST LONDON.

10

DESIGN

“ THE YOUTH C O D E .”

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The initial idea was to use walls that had an almost splattered effect with black and whtie paint. It would give off the feel and vibe of the ‘youth code’ that Marques Almeida would want to portray. The moncochrome theme fits really well with their minimal outlook, as well as the whole ‘youth code’ idealogy. That is, rebellion, vitality and ‘tomorrow’s generation’.

The tree oak wallpaper represents the brand’s rawness, and the capabilty to create something out of nothing. It is purposely supposed to be minimal, as this is what Marques Almeida designs are like.

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21st APRIL - 28TH APRIL 2015 13

The design of this final space was curated from the idealogy of the brand’s general aesthetic, which is the core elements from what they are made of. That is organic and raw materials, such as as wood, and the main factor, denim. The fitting rooms and cask desk are made out of plywood, and there will be metal rails which will display the clothing that is available to buy for the consumers. The denim used will cover a wall, and the denim is frayed which, in parts, reveals posters of icons that represent the youth code. The posters are of James Dean, Kate Moss, Kurt Cobain and Stevie Nicks.

14

SOCIAL MEDIA STRATEGY It is highly important to engage within social media to expand your business interacitvity on a different level entirely. An idea that was thought of was to use the hashtag #marquesalmeida on social media platforms, such as Twitter and Instagram. When you would click on to this hashtag, it would reveal plenty of information about the brand and the press event / pop up shop week that it is hosting, but of course, mainly, where it would be hosted. The location revealed on the worldwide web would increase potential footfall, especially if the hashtag started to trend. So, as to expand on this more, a customer could win Marques Almeida merchandise, depending on how many times they tweeted or instagrammed a relevant image with the hashtag #marquesalmeida.

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#MARQUESALMEIDA

See Figure 6

See Figure 7

16

PROMOTION

See Figure 8

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These promotional, singular flyers are double-sided, and have very limited information on them. They are designed in this specific way, so it doesn’t reveal much information about the pop-up event. The unknown identity about it, makes it seem ambigious, and in turn, allows the viewer to wonder, and ask themseves, what could this be? To make that person think about it, instead of just throwing it on the ground and not paying much attention. Around 1,000 were ordered, in which they would be handed out to customers who would enter the venue, and if one day there wasn’t much footfall, then a member of staff would be sent out to flyering to increase that footfall.

The shopping bags will also have a simplistic text on them, stating ‘Marques Almeida 19 Petticoat’ which indicates the location and the name of the designer, but again, without revealing too much in the same instance.

See Figure 9

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LOGISTICS SUPPLIERS THE SHOP THE VENUE - WE ARE POPUP

THE EQUIPMENT TILL (EPOS SYSTEM & PDQ TERMINAL) - New Horizons SAFE - Amazon AROMA DIFFUSER & SCENTS - Muji MUSIC PLAYER - Argos SHOPPINGS BAGS - Carrier Bag Shop PROMOTIONAL CARDS - Print Express

D I S P L AY S PLYWOOD - Wickes DENIM - The Online Fabric Store MANNEQUINS - Display Sense RAILS - Be Furniture Sense WINDOW DISPLAY LABELS - Puriees Window Stickers TREE BRANCHES - Decorative Birch POSTERS - Amazon

19

PRESS EVENING DRINKS - Blk Water and Hoopers Alcoholic Brews FOOD - The Garden Corporate Catering Services MUSIC - Jake from BandstoHire

I N S U R A N C E , S A F E A N D A S S I S TA N C E

INSURANCE - Events Insurance Services, Public Liability Insurance from www.events-insurance.co.uk. It also allows up to £2 million insurance premium costs, which is £202.00 for up to 1000 people for four consecutive days.

SAFE - Bought from Amazon for £26.99, which is already key and code operated.

ASSISTANCE -

Staff - Central Saint Martins Set up Team Photographer/Videographer - Central Saint Martins Student All members of the management team will supervise all the decorating and preparation days, they will also be present during the press evening. At least one member of the management team will be present at all times during retail hours. Around five people will be employed to work in the shop as general shop assistants, that will also be required to work the press evening and public admission days. These members of staff will be recruited from Central Saint Martins, whom will be asked if any of their fashion students would like the opportunity to work during the set dates. There will be acceptance of CV submissions, before interviewing the most successful applicants.

WORKING HOURS Thursday - 5 - 10pm. 5 Hours Friday - 9 - 6pm, 9 Hours Saturday - 9 - 6pm, 9 Hours Sunday - 10 - 5pm, 7 Hours

20

H E A LT H A N D SAFETY There are elements to consider in relation to health and safety with our pop-up shop, this may be down to the materials that are used to construct the shop, or general health and safety precautions such as fire prodecures and first aid relevance.

WOOD MATERIALS There will be suspended branches from the ceiling, as to incorporate the natural features of the Marques Almeida brand. Therefore, precautions will have to be taken, to make sure it won’t fall and/or cause any harm to any members of staff or general members of the public. In relation to this, splinters might be contracted from the timber that is on the cash desk and fitting rooms, therefore the contractors will need to pay particular detail when sanding and constructing them.

RAILS Staff will also make sure that no rails are left in inappropriate places or angles, that in any way could have the possibility of harming anyone by tripping over them, therefore, this would avoid any accidental damage to the shop and/or customer.

STOCK No stock will be left unattended at any time, and must be placed back into the stockroom immediately.

This would reduce hazard rick through avoiding any unwanted accidents.

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ELECTRICAL EQUIPMENT Wires must be kept neat and tidy, espeically out of reach from customers, so they won’t hurt themselves by tripping over them. Staff must also report faulty eletrical equipment (e.g. wires) to a member of the management team/authority so it can be dealt with swiftly. All electrical equipment must also have a tested sticker on them, as to ensure that they are safe to use.

SPACE There must always be enough space for people to move around with ease, therefore staff must always be aware of how many people are in the shop, so it doesn’t reach past its capacity. In relation to space and being able to move around with ease, there must also be generally good accessability in and around the shop, as to make it friendly for wheelchair users.

FIRE PROCEDURE Staff must be briefed and made aware of available fire exits and assembly points, such as a nearby hotel or resturant. There must also be signs for the fire exits, so the customers would know where to go as well.

FIRST AID It is important to have a first aid box in case of any emergency or accident that may occur within the shop. There also must ideally be a first-aid trained member of staff, who will know the correct procedures to take in such circumstances. It is highly important not to move the person that may be injured, as this could lead to further injuries. The object that may have harmed the person in the first place should not be touched in case it may harm another person in the process. Depending on how bad the accident is, an ambulance should be called and staff should await the arrival of a paramedic.

22

FINANCE THE SHOP RENT - £1780.00 INSURANCE - £202.00 STAFF WAGES - £975.00 EVENT CREW - £1608.00

}

£4815.00

PHOTOGRAPHER - £250.00

THE EQUIPMENT

TILL - £585.99 SAFE - £26.99 AROMA DIFFUSER - £78.95 MUSIC PLAYER - £49.99

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}

£741.92

PRESS EVENING CATERING - £168.00 MUSCIAN - £335.00 DRINKS & SPONSORSHIP - £0.00 SHOPPING BAGS - £325.00

}

£943.00

PROMOTIONAL CARDS - £115.00 D I S P L AY S RAILS - £24.00 MANNEQUINS - £83.97 PLYWOOD - £65.64 WINDOW VINYLS - £92.93

}

£789.05

DENIM - £240.59 POSTERS - £51.92 TREE BRANCHES - £230.00

T O TA L - £ 7 2 8 8 . 9 7

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SCHEDULE Start Time

Time Blocks

9:00 am

1h

Daily Schedule Marques’Almeida Pop Up

TIME

TUESDAY

WEDNESDAY

THURSDAY

FRIDAY

9:00 am

Management team arrive to Work continues on wooden collect keys and check all furniture facilities

Managerial team arrive ready for deliveries from New Horizons, The Carrier Bag Shop and Print Express

Managerial staff and sales assistants arrive to rearrange the shop and prepare it for the Þrst day of sales.

10:00 am

Set up team arrive and so do deliveries from Wickes, Amazon, Decorative Birch and The Online Fabric Store

Managerial team prepare space for musician and set up shop ready for the press evening.

Shop opens to the general public.

Photographer arrives and captures the opening of the store and the Þrst reactions from the public.

11:00 am

Birch branches mounted on Posters are mounted on the the ceiling wall and denim is Þxed to the wall. Frays and tares are created to expose the posters

12:00 pm

Construction begins on dressing room and other plywood Þxtures e.g. the counter

1:00 pm

2:00 pm

3:00 pm

!

6:00 pm

SUNDAY

MONDAY

Sales team arrive at 9.30 Managerial staff arrive, and get dressed in remaining stock is merchandise ready for collected the day Shop opens for Þnal day of sales

Sales team take their half an hour lunches breaks over the next two hours.

Window labels are delivered and mounted.

Drinks from Hoopers and Blk. Water arrive and are stored in the ofÞce

Space is cleared of event crew tools and is cleaned

Food from The Garden Catering Services arrive and are stored in ofÞce.

Sales team take their half Photographer arrives to an hour lunches breaks document the Þnal day over the next two hours. of sales.

Photographer arrives and stays for three hours to hopefully catch the busiest sales time and photographs as many happy customers as possible

TUESDAY Managerial staff and events crew arrive. Denim wall is taken down and so are the posters.

Events crew arrive, all The window stickers are equipment is taken into removed and the till is the ofÞce for storage. collected.

Rails and mannequins are collected

Sales team take their The plywood Þxtures half an hour lunches are taken down and breaks over the next two disposed of hours.

Deliveries from Display Sense, Be Furniture arrive along with stock.

Managerial team begin visual merchandising and set up.

Once all the hired equipment and display features have been collected the shop is tidied and cleaned.

The walls are given a fresh coat of paint if necessary and the space is returned to its original state.

If the shop is quiet a member of the sales team will be sent out to the nearby markets with promotional cards to help encourage business in the shop

Aroma diffuser and music player are collected by a member of managerial team

!

4:00 pm

5:00 pm

SATURDAY Sales team arrive and get dressed in merchandise, shop opens 9.30

4.30 Musician arrives and begins setting up his equipment.

Team Þnishes for the day and work will be resumed the next day

!

Work Þnishes for the day

Branches are taken down from the ceiling

Sales assistants arrive and are briefed and dressed. Photographer arrives and begins taking pictures of the shop.

The press are invited in to Shop closes, team the store, staff offer drinks goes home ready for and canapŽs. the next day of sales.

7:00 pm

Speech by team leader to the press to welcome them to the store and thank them for coming.

8:00 pm

Photographer captures the mood of the event and the press are encouraged to shop the collection.

9:00 pm

Shop closes and press leave, shop team are left to tidy up.

10:00 pm

Team Þnishes for the night

Shop closes after Þnal day of sales.

Shop closes, team goes home ready for the next day of sales.

Crew Þnishes for the day

Crew Þnishes for the day and keys are given back to the landlord after their inspection to ensure the space is clean and tidy.

End of project.

This is the timetabled schedule, which details the daily routine of the pop-up shop, what would happen and when at exact times and specifc days. It begins from Tuesday up until the following tuesday, from setting up, the press event, the retail hours to actually packing everything away.

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IMAGE REFERENCES FIGURE ONE - Available at: http://www.fashion-enterprise.com/designer/ marques-almeida/ Accessed on: 28th November 2014 FIGURE TWO - Available at: http://ftape.com/media/?p=23190 Accessed on: 28th November 2014 FIGURE THREE - Available at: http://www.pinterest.com/pin/358669557797999020/ Accessed on: 7th December 2014 FIGURE FOUR - Available at: http://www.dazeddigital.com/fashion/article/11202/1/ marques-almeida Accessed on: 4th December 2014 FIGURE FIVE - Photoshopped images, all owned by Chloe Soanes.

FIGURE SIX - Available at: https://twitter.com/_MARQUESALMEIDA Accessed on: 7th December 2014 FIGURE SEVEN - Available at: http://instagram.com/marques_almeida Accessed at: 7th December 2014 FIGURE EIGHT & NINE - Photoshopped images, owned by Holly Iles

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EVENTS MANAGEMENT TH E P ROP O S A L D O CU M E N T

HANNAH BRIGGS