MULTISENSORY POP UP EVENT MAGGIE HOYLE CAPSTONE FASM 430 PROF MONIKA JONEVSKI
Pitch
Executive Summary Company Overview SWOT Competition Customer Target Market Customer Profiles Invites Inside the Event Location Analysis Itinerary Room Breakdown Free Style Purpose Full Light Magic Promotion & Communication
The MISSION of this capstone is to create three unique multisensory spaces for WGSN to communicate the launch of their new big ideas in trend forecasting.
Each season in trend forecasting, WGSN announces the new trends starting with three to four big ideas, or "The Vision". From those big ideas, they break each down into color, textile & material, prints & graphics, etc. The visual presentations are strong at conveying the message of each trend but the video content and overall mood could be portrayed better. As the industry moves with more emphasis on experience, it seems that portraying each new idea with a larger and more participatory event could help WGSN move farther into the forefront of trends forecasting companies. Creating a pop up event for industry professionals that would invite them to come and experience each trend through sight, sound, smell and lighting will further help the industry understand what to expect with the coming seasons. The deliverable for the project will be a deck that breaks down each space, promotion tools and teasers as well as a video promotion that would showcase a touch of each space that will be experienced at the event.
[ [ WGSN Limited is a trend authority for fashion and creative industries. It provides subscription services, including trend forecasting for consumer lifestyle and interiors industries, design validation, crowd-sourced design and buying validation, consumer-powered predictive insights, and big data retail analytics. The company also provides consulting services for fashion and lifestyle sectors, including white papers, tailored research, workshops, range reviews, presentations, and more; expert insights on areas, including automotive, home, hospitality and travel, food and drink, and wellness; and WGSN Insight, a resource for trends across consumer insights, retail strategy, marketing,
It works with creative trend experts, designers, editors, account managers, marketers, product developers, customer service experts, and more. WGSN Limited was formerly known as Worth Global Style Network Limited and changed its name to WGSN Limited in January 2015. The company was founded in 1998 and is based in London, United Kingdom. WGSN Limited operates as a subsidiary of Ascential Group Limited.
COMPANY OVERVIEW
Founded in 1998 in London WGSN entered market pioneering online trend library First to combine high—end technology with human ingenuity to meet the unique needs of the global creative industry Insights and inspiration from around the globe now be accessed conveinently
Users can stay ahead and informed and can create the future for businesses and consumers Over 250 trend forecasters and data scientists globally 6,500 businesses stay relevant and find their next growth opportunities 74,000 active users
STRENGTHS
International reach Large instagram following (252k followers) Thousands of clients in nearly 100 countries (including big companies like nike and h&m) Sophisticated technology and databases Global and Local content User friendly interface Strong image curation and modern, original content Only digital
OPPORTUNITIES
WEAKENESSES
Access to information and trends earlier than the public International resources provides international content Editors use instagram as a platform to spread information about upcoming projects Large following provides opportunity for more collaboration Event location is in close proximity to other fashion events
Weak video content, outdated - does not match the strength of imagery on website Only digital content , must be a subscriber Exclusivity
Only digital
THREATS Exclusivity could give wrong impression on event Location could limit event goers Limited time
DIRECT COMPETITORS X 29 ROOMS X BOF VOICES X PECLERS PARIS
“Funhouse Of Style, Culture and Technology� Multisensory experience designed by Refinery29 Put together through collaboration with artists and designers across the art world and each room is curated to fit a different theme and artist. Located in Los Angeles and New York Open to the public through ticket sales Focus on experience and storytelling to further a brand awareness and recognition for not only Refinery29 but also their collaborators
VOICES Industry event presented by Business of Fashion that gathers leaders in innovation, entrepreneurs, and influencers who are shaping the wider world. Invitation only three day experience Located at the Soho Farmhouse in Oxfordshire Occurs once a year Focus on influential talks and interactive activities that address the larger challenges in the fashion and luxury industry
PeclersParis ...fashioning the future
Founded in 1970 and based out of Paris, France Mission: to forecast trends, decipher future consumer aesthetic preferences Works with retail, beauty & cosmetics, consumer goods and electronics to create a vision for the future International offices Information presented through more traditional trend books that aren’t tailored for online presence but previews can be accessed digitally Hold events and seminars to present new trends, generally invite only
experiencers 35%
thinkers 20%
achievers 10% innovators 35%
[VALS]
- Ages 24 to 55 - Works constantly & travels for work - Lives internationally but homes in NYC, LA, Paris, London - Fast paced lifestyle - Keeps up with the latest trends - Trendsetters - Culturally diverse - Open minded and always looking for the new and exciting -
TARGET MARKET
ADRIAN
TARGET customer
[the INFLUENCER] Age 32 Works as contributor for Vice Fashion blogger Lives in New York / internationally attends all Fashion Week Experiencer
EMMANUELLE
TARGET customer
[the PROFESSIONAL] Emmanuelle Age 50 Industry professional - Vogue Paris Travels the world for inspiration Innovator
INVITES INVITES
INDUSTRY & PRESS 1 ANDERS CHRISTIAN MADSEN Fashion critic at British Vogue 2 JULIA SARR-JAMOIS Stylist 3 ALASTAIR MCKIMM Fashion director at i-d Vice 4 EMILY OBERG Creative lead for KITH 5 NATALIE ROAR Stylist 6 TOM HEYES Head of merchandising Dover Street Market 7 DAN THAWLEY Fashion writer for Vogue 8 IRINA LAKICAVIC Influencer/ editor-in-cheif at MINT 9 SOPHIA FONTANEL Fashion columist
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INDUSTRY & PRESS 4
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INVITES INVITES
INFLUENCERS & CELEBRITIES 1 2 3 4 5 6 7
ALEXA CHUNG 2.9 Million Followers LILI SUMNER 23.6k Followers LEANDRA MEDINE COHEN 614k Followers EMMA ROBERTS 11.7 Million Followers BARBIE FERREIRA 456k Followers AIMEE SONG 4.7 Million Followers SITA ABELLAN 412K Followers
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INFLUENCERS & CELEBRITIES
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INVITES INVITES
ARTISTS AND PERFORMERS 1 2 3 4 5 6
ST. BEAUTY BAND 54.6K Followers - Musicians PRINCESS NOKIA 509k Followers - Musician OROMA ELEWA 55.8k Followers - Visual/Performance Artist DEV HYNES 11.7 Million Followers - Musician CHLOE WISE 456k Followers - Painter/ Artist NADIA LEE COHEN 4.7 Million Followers - Photographer/Director
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ARTISTS & PERFORMERS 3
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EVENT OBJECTIVES
X create stronger video content for WGSN X further increase their position in the international forecasting market X further reach into the market and industry professionals on a personal level X turning their already advanced forecasting into an experience to fit the market X immerse experiencers into the trend through a full sensory experience X during London Fashion Week to create a tie between what is seen on the runways for AW19 and the overall lifestyle trends present X the invite only event takes place on Saturday Feb. 16, 2019 and will be open for the public through online ticket sales for a week after the launch takes place (tickets $25 GA)
LOCATION & EVENT OPTIONS 1
NEW YORK FASHION WEEK
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LONDON FASHION WEEK 2019
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ART BASEL MIAMI
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WGSN Futures Event DUBAI
10:00 AM 2:00 PM
LIGHT MAGIC LOCATION 1 : FITZROVIA DISTRICT ST. BEAUTY PERFORMANCE @ NOON PURPOSE FULL LOCATION : the White Cube Courtyard SOUTHWARK DISTRICT OROMA ELEWA PERFORMANCE @ 4 PM
5:30 PM FREE STYLE LOCATION : SHOREDITCH DISTRICT PRINCESS NOKIA PERFORMANCE @ 7:30 PM
[launch day] I T I N E R A RY
ROOM BREAKDOWN --- overview --- mood --- color story --- video presentation --- spotify playlist --- performance
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Free Style Extreme forms of self-expression and identity will emerge, as shame is discarded, not only for personal reasons, but also as a powerful form of resistance. If consumers can’t find a box that fits them, they will simply create a new one. People will increasingly celebrate flaws, both in beauty and in design. This will boost self-esteem and encourage experimentation and creativity. The values of hedonism – enabling enjoyable experiences for their own sake – will be embraced, and open up new areas of relevance for design. Speculative fiction will inspire new concepts for the future, and increasingly come from non-Western cultures. Look to Sinofuturism as a leading example. With a more inclusive past, present and future, personal identities will be freed, and all styles will be celebrated
celebrate f l a w s self expression
e x p e r i m e n tat i o n
C O L O R
S T O R Y
x Strong and bold presentation x Neon lighting and use of old tvs, VCR projection x Playlist is full of stong and fast beats to excite the experiencer x Located in Shoreditch district which is heart of “cool Britannia� , trendy and artistic district
Princess Nokia American rapper Afro-Puerto Rican descent Strong supporter of feminism, founding the Smart Girl Club with Milah Liblin
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purpose full A growing number of consumers will push back against unrealistic measures of success. Subcultures will celebrate apathy, with a sense of irony and ‘hopeful ennui’. Other counter-cultural movements will seek creative solutions to ditch our fast-food relationship with tech. We will take time to invest in the poetry of process, and learn to link the pleasures of making with the craft of technology. Making will be akin to meditating. The principle here is that busy hands create still minds. Craft activities will open up a new, hands-on way to think. Waiting will begin to be seen as a luxury, and tools and experiences that teach the virtues of waiting, slowing down and stretching
still minds
poetry of process
C O L O R
S T O R Y
virtues of waiting
x Simplistic and calming presentation X Spotlighted and cubes to create interesting and purposefull shapes with video X Playlist is slower but still fresh music X Located at the White Cube in Southwark, minimalistic location
Oroma Elewa Visual & Performance Artist Formerly Founder & Editor in Chief of Pop’Africana Magazine 2009-2014
LL ii gg hh tt
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M a g i c M a g i c
LIGHT MAGIC Tech will become more personal and meaningful, with sensory experiences designed for qualia, which can be described as the characteristics of how something feels (to walk on sand, for example). Look out for qualia in art and festivals – and coming soon to retail. Engineers and artists will find opportunities in decay, from biodegradable semiconductors to designs that showcase the old and the mouldy. Prosthetic enhancements will be the next boom, going beyond replacements and instead seeking to optimise the body with superior additions The future of fertility will open up conversations around procreation as we explore gestation beyond the body. Already, a lamb fetus has been born from a ‘biobag’. The rise of bio-facturing – the merging of biological organisms and human-made manufacture – will cause a radical shift as we seek to grow products, rather than manufacture them, from cells or mycelium. The rational meets the irrational as we enter the Now Age: a crossroads of spirituality, mysticism and nature that will be taken seriously. In today’s anxiety-ridden culture, people will study shamanism, witchcraft and ancient wisdom as a means of overcoming personal challenges.
ancient wisdom
qualia
mysticism and n at u r e
C O L O R
S T O R Y
X Most encompassing presentation, attack the senses X Presentation covers all corners and surround the viewer X Playlist is light and airy X Located in FItzrovia - quirky district, bohemian
St. Beauty Alexe Belle and Isis Valentino “Shimmering neo-soul� Focus on the pure beauty and natural healing and inspiration through music and performance
Invites to go out 3 Months prior to event Ticket Sales will start a month and a half before event WGSN will promote on instagram and then create separate one for event to raise awareness & excitement Those who are invited will be given instructions on how to post for the event Two instagram hashtags: #ExperiencetheVision #WGSNVisions Instagram will tease with video and performer promotion
[ PROMOTION VIDEO ]