BURBERRY
VIDEO LAB
Proposal FASHION COMMUNICATION FASHION INTERPRETATION JACK COUSENS DE0925 1
Concept Proposal Burberry will launch the new spring summer 2013 collection differently to ever before. There will of course be a fashion show and press day, but one week after London Fashion Week there will be a live exhibition event hosted in the courtyard of fashion’s Somerset House. From September 29th to October 1st the pop up exhibition named ‘Burberry Video Lab’ will be dominating the courtyard. The exhibition will showcase the history of Burberry’s video campaigns. With never before seen behind the scene footage, Burberry will reveal all about what makes an outstanding video ad. There are 5 main elements to the exhibition, which will be showcased in different rooms. The first of which is the main video history exhibition room. The video history room will be the biggest room in the exhibition. Streetlights will fill the room and reflect the traditional city feel of Burberry, which contrasts with the harsh lab aesthetic. Video screen projections will fill the perimeter of the room and have information printed on the wall about what each video is. Guests will be encouraged to interact with the video screens and make their experience unique. They can play, pause and skip sections of video using their hands. The second element of the exhibition is the Burberry makeover. Guests will have their hair and makeup re-styled if they wish to take part. They will then be given a piece of the new Burberry collection, or a timeless piece, to wear and be photographed in the shoot. This experience will make the guests feel like part of the brand and allow them to undergo the same transformation as the faces of Burberry. The third element of the exhibition is the live photo shoot and video shoot room. Guests will enter the Burberry photo shoot room and fully understand the electric atmosphere of the event. After watching the behind the scenes videos and witnessing the behind the scenes atmosphere they will feel like part of the brand and experience. Between takes guests will be encouraged to interact with the set and intake the full atmosphere. Guests will be permitted to stay in this room as long as they wish until their ticket time runs out. The fourth element of the exhibition takes place in the editing suite, adjoined to the live video and photo shoot room. Here the guests will see what they have just witnessed being filmed, in the stages of editing. The film editors will talk through what they are doing and show guests what it takes to create a Burberry video campaign. There will be a window to the side of this room, again soundproofed, so the guests can still witness the shooting, whilst watching the editing process. The final element to the Burberry video lab is the live premiere on the last day of the exhibition. There will be an invite only gala party for selected friends and enthusiasts of Burberry. The edited ad will be premiered live here and shown for the first time. So not to segregate the public, the video will be projected as a live stream on the outside of the building with speakers to play the music. The ad will then become part of the final campaign for SS/13 and will feature those who attended the event. It will be promoted on Burberry’s website as well as via social media.
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THE VENUE
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SOMERSET HOUSE FLOORPLAN
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TRANSPORT LINKS
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After being in contact with somerset house, and negotiating pricing for the suggested dates, a rough price of ÂŁ40000.00 + VAT was agrred upon. This would give Burberry the venue from midday on 28.9.12 to midday on 2.10.12, allowing time for setting up and deconstructing the exhibition.
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Event Structure
White/modern Structure
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Cube Shape
Ultra Contemporary aesthetic
SXS events have a series of marquees to choose from, but non of the sizes or shapes are particularly fitting for the venue or event type. The company also do custom made structures designed specifically for events. After talking through the concept with Special Events Coordinator, Jonny Palmer, he agreed on a suitable package. The structure would be square and large enough to fill the somerset house courtyard. With partition walls being constructed within the cube it should be a fairly straight forward build. A package including set up and deconstruction prices, and with all equipment such as rigging, power points, doors and decoration would be ÂŁ16200.00 + VAT
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Event Features Video Editing suite
SXS Events will supply the electric software and editing suite computers. The events company supply them as part of a package that includes event lighting and sound, as well as set up and deconstruction costs. The amount of equipment has been calculated baring in mind the size of the marquee and the times of the event. Lighting, sound and the Editing suite will cost ÂŁ6750.00 + VAT
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Interactive touchscreen technology
The videos at the exhibition in the main history room will be displayed on projection screens. The screens wont be continuously on with rotating videos, but they will be interactive screens that the guest will be able to control. The video will be able to play, stop, pause and replay at the touch of the guest. The screens will be supplied by MotivAction group and the event will have 20 screens at £200 rental per screen. These will be in the main room and the guests will be taught how to use the screens if they have trouble. 20 Screens at £200 each = £4000.00 + VAT
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Event Music
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The music for Burberry Video Lab will be reminscent of the burberry brand. The brand normally has a ‘face’ or muse, but they also tend to have a signature band and music piece for each collection or product. At the exhibition the likes of The Feeling, One Night Only and Marika will be playing, there will also be a surprise live perfromance by Dan Gillespie Sells on the final Gala premiere evening.
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Event Timeline September 2011 - Determine purpose, format, feasibility of event - Determine Event Date October 2011 - Secure Somerset House for the selected dates - Recruit SXS & MotivAction Group for planning and managing the event - Secure specific Event theme - Secure budget and plan costs as needed November 2011 - Start to plan guest list and send out save the dates for VIP/Invite only Galas - Start looking through Burberry video and campaign archives for event - Arrange which videos and styles will be used. December 2011 - Reserve all rental equipment including trusses/lighting/cables/vans etc. (through events company) January 2012 - Arrange security for event - Contact local authorities and tell them when the event is and the size of the event incase local security or planning is needed February 2012 - Arrange insurance coverage of event - Arrange supply of seating/desks/TVs/projection equipment for event through companies March 2012 - Plan promotion and press - Design graphics and promotional material April 2012 - Finalize design of all graphics and promotional material - Hire staff to work event (Hair & Makeup, Editors, Photographers, Ushers, Interns etc) - Inspect event space for any unknown needed work May 2013 - Finalize and approve guest list - Secure a small amount of parking spaces at Somerset House - Order graphics and promotional material for print - Place order for London Transport advertising June 2013 - Gather information on and print information on videography history - Launch website with theme and dates released - Arrange specific events within the dates and locations - Send specific plan of event to press July 2013 - Create music and lighting plans for event - Announce event online and via social media August 2013 - Launch Advertising around London
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Ticket Sales go live Make all directional signs for event including signs in streets September 2013 - Revisit event space to double check hazards or any extra needed work - Confirm RSVPs and send out all tickets for event - Prepare Goody bags - Brief fashion interns to work the event - Make sure all videos & Equipment are ready for exhibition - Confirm production procedures and times - Plan arrival of equipment and setup - Designate specific roles and teams for interns and employees at event October 2013 - Launch commercial ad online, via social media and live streaming at evenr - Dissemble the event and ensure event space is not damaged etc AFTER THE EVENT - Continue to update website and blogs - Send thank you notes to guests -
Staff Team SXS Events: Builders, Event management staff. Motivaction Group: Management Staff.
Security, Riggers,
All staff will wear this white burberry trench so they look in the style of laboratory scientists. They will each have an id card in this style too so that the event is as themeatic as possible.
Exhibition Ushers Burberry Venue)
Experts
(In
and
around
Photographers Video Editors Hair Stylists Makeup Artists Stylists General Interns Cleaning Team
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Event Graphic Proposal Logo The logo for the event again needs to incorperate the traditional style of burberry with the modern harsh laboratory environment, the logo will also need to make the theme of the exhibition clear in a subtle and tasteful manner. To represent the film theme of the event the logo will feature film strips around the edge, this look seems fairly vintage and in the style of burberry and also represents the historical videography context.
The burberry knight will also be incoprerated in the logo to reinforce the obvious burberry theme and to make it quickly clear which brand is being shown. Smoke/mist will feature very subtly in the logo as this is a key part to the new campaign and hints what might be seen at the exhibition. it also helps create a sense of mystery about the exhibition.
The burberry check is an iconic feature of burberry, because of its unstable connotations throughout history the check shall be made quite transparent, so to hint at the feature.
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Ticket The ticket for the event will be reminiscent of the events theme. With the logo featured in a large size and with the events title in large letters it is clear to understand the purpose of the ticket. The ticket will have a QR code leading to Burberry’s website as well as a barcode on the side that can be scanned upon entry. There is also the option to download this barcode to a smart phone to acheive paperless ticketing. The time, date, location and ticket type are all also clearly diplayed and the ticket will be kept by the guest once scanned, acting as memorabilia.
Event Schedule
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Poster/Flyer Card
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Advertising will be very intense close to the date of the live ticket launch. The reason for this is so that people will not forget about the exhibition or get bored before ticket sales are availible. Advertising will not be long lasting and will become minimal once tickets have sold out. Advertising posters will be put on London buses, in tube stations and around the city in the form of posters and flyers. Adverts will feature QR codes and key details like dates, websites and logos to help keep the event looking exclusive and keep the advertising easy to read. Advertising in and around london will be with CBS Outdoor and the package will cost ÂŁ5382.00 + VAT. This would give me posters on the esciallators and platforms at Embankment, Westminster, Victoria, Kings Cross, London Bridge, Holborn and Covent Garden.
The Burberry Video Lab app will be available to download for apple software a month prior to the event. The app will give the opportunity to find out more about the exhibition prior to its launch, as well as have a live RSS feed, titter and facebook feed. The app will allow gusts at the exhibition to find out even more and have a personal guided tour of the event. Pictures and videos from the event can also be uploaded to the event so that the events review video will be more personal and feature guests own footage.
London Transport
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London Underground
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iPhone App
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iPad App
Website LEading Up to Event
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Pricelist Somerset House £40000.00 + VAT Marquee Structure, Rigging, Decoration etc £16200.00 + VAT Sound, Lighting, Editing Suite £6750.00 + VAT Projection Screens £4000.00 + VAT London Advertising for 2 weeks £5382.00 + VAT SXS Events charge Comission once booking is confirmed The MotivAction Group Charge Comission once booking is confirmed Staff - Most will be at no additional cost as they are interns or staff under contract with Burberry already Rough Total: £72332.00 + VAT
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Event Aesthetic Proposal Video Lab at Somerset House
FloorPlan
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Video History Exhibition Room
Photo Shoot Viewing Room
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Live Photo Shoot Room
Editing Suite
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Final Ad/Campaign Aesthetic
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