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CONTENTS MISSION STATEMENT INNOVATION THE TATE TATE AUDIENCE OVERVIEW OF PROPOSAL TATE AIMS FOR 2015 COMPETITION WHY PRADA EVENT PROPOSAL LAUNCH NIGHT DEBATE ROOM KEY SPEAKERS GUESTLIST ADVERTISING SPONSORSHIP AIMS OVERVIEW
MISSION STATEMENT ‘‘ INNOVATION IS THE APPLICATIONS OF BETTER SOLUTIONS’’ INNOVATION IS EXACTLY THAT, WE ARE A CREATIVE TREND FORCASTING CONSULTANCY THAT FOCUSES ON LIFESTYLE AND CULTURAL ISSUE’S, THAT WILL INFLUENCE THE FUTURE. WE AIM TO CULTIVATE INNOVATIVE CONCEPTS TO REVIVE BRANDS THAT FEEL THEY WOULD LIKE TO TAKE A NEW DIRECTION.
INNOVATION As a consultancy Innovation see the importance and direct inFLuence of lifestyle and culture within today’s society, and how these inFLuences will impact the future. Our four trends are made up of key lifestyle patterns that translate into an overall driver. We work individually with our clients with the aim to provide them with the knowledge, to aid them towards a successful outcome tailored to their current objectives. In a world where we are overwhelmed with information, Innovation looks to reFine the knowledge and present our clients with the relevant material to effectively communicate this to their audience.
THE TATE
The gallery Tate Modern is the UKs third most popular tourist attraction and since opening in May 2000 has received over 40 million visitors. The gallery also produces an estimated £100 million in economic beneFIts for London annually. The Tate’s mission is to promote public understanding and enjoyment of British, modern and contemporary art. The Tate’s versatile roster of exhibitions, aims to lead its audience through a thought provoking experience that will enhance their encounter with art.
TATE AUDIENCE
The Tate provides a visitor experience that caters for all, through key components such as learning programs, interactive facilities, membership opportunities and the pioneering of communication technology within a gallery space. The Tate’s audience isn’t gender or age speciFIc and we feel they reFLect the diversity of today’s society.
OVERVIEW OF PROPOSAL
Innovation’s proposal is to stage the very FIrst Fashion retrospective at the Tate Modern gallery, with one of the fashion industries most prestigious and widely recognisable brands, with a history spanning over a 100 years; Prada. The retrospective will offer an atmospheric journey through the many realms of Prada’s rich heritage, whilst incorporating the Tate’s innovative style of execution. The Tate’s audience will be presented with fashion FIlm, elaborate set design as well as interactive medias; they will loose themselves in a world called Prada.
TATE AIMS FOR 2015 - OPEN by being receptive to new ideas, encouraging debate, exchange and collaboration within and beyond Tate, and by being more inviting to all people. - DIVERSE by presenting a range of different views, voices and perspectives across our program and activities, and being more reFLective of the diversity of Britain and the world. - INTERNATIONALLY l by connecting the UK to the world, and the world to the UK through Tate’s programs and collection. - ENTREPRENEURIAL by seeking new partnerships, examining new trends and leading and stimulating debate.
COMPETITION
The competitors of the Tate include many of Britain’s well-known establishments such as the National Gallery, British Museum and in particular the Victoria and Albert Museum, which Innovation feels is the Tate’s biggest competitor in terms of exhibition spaces presenting Fashion. We feel the V&A have successfully established themselves as not only a gallery that provides classical and contemporary art in the conventional sense, but also seamlessly incorporates Fashion exhibitions, shows and debates.
WHY PRADA
Innovation feel that Prada was the perfect choice for the First fashion showcase at the Tate. Prada oozes sophistication, innovation, undeniable style and uncompromising quality. The Tate is known for making impacts and we feel Prada do the same.
EVENT PROPOSAL Tate will hold an exhibition showcasing a Retrospective of the well renowned brand Prada. The exhibition will hold a launch night on the 15th of June, presenting a catwalk of the many decades of Prada’s rich heritage. There will also be a debate held at the end of the evening with key speakers discussing the controversial topic is fashion art’’. The exhibition will then run for the public to view from the 16th of June till the 18th of September. Admission Price will be – Adult: £14.50 Concessions: £12.50
Each Room will celebrate a certain moment within the many decades of Prada’s ever expanding legacy. Tate create an atmosphere for art lover’s to loose themselves within and captivate the beautiful work surrounding them which is exactly what Tate will do by successfully collaborating with Prada at the very First fashion exhibition. The exhibition will create a journey through the decades for people to experience and immerse themselves within Prada’s past. Using elaborate Italian style set design to create the very First Prada store that opened in 1913 in Milan, showcasing their First collection of leather goods and accessories. Presenting fashion illustrations for people to engage in as they walk through the exhibition being able to see the thoughts and ideas of Prada before production. Key garments will be presented throughout the exhibition showcasing their ever-changing style with elegance and sophistication.
MARIO PRADA OPENS IN GALLERIA VITTORIO EMANUELE II, IN MILAN, AN EXCLUSIVE STORE SELLING LEATHER BAGS, TRUNKS, BEAUTY CASES AND LUXURY ACCESSORIES.
THE MINIMAL - BAROQUE EYE WEAR COLLECTION ILLUSTRATED BY MARCELA GUTIERREZ
Fashion Films that Prada have created will be projected to engage people in visions of Prada at the exhibition, this will then create interaction with the viewer. Prada created the beautiful 1920’s inspired collection for the award winning Film The Great Gatsby’, this was a great credit to Prada and will be featured in the exhibition. At the end of the exhibition there will be a room playing the debate from the launch night featuring the key speakers, Rankin, Jefferson Hack, Chris Deacon, J W Anderson and Lisa Armstrong. The topic they will be discussing is ‘‘Is Fashion Art’’ there will also be a social media room for the public to leave there own opinions on the question at hand and the discussion they have just viewed.‘
LAUNCH NIGHT
For an exhibition of this caliber we felt it was only FItting to have a launch night to set the scene. To kick of the presidings, there shall be a fashion show of 20 carefully thought out looks, inspired by key moments within the many decades of Prada. The evening will also introduce the debate “‘‘is fashion arts?’’”.
DEBATE To meet the Tate’s aims we have decided to incorporate a debate into our exhibition as the under pinning of the event. The idea steams from the success of the Radio 4 Reith Lectures with Grayson Perry. We felt one of the topics discussed in the lecture ‘“What is Art?”’ lead us to think about how you determine art, and therefore could fashion be art? We want the Tate’s audience to not only be spectators to the debate, but to also interact and to be immersed in the subject. We will introduce the debate on the opening night, to press and members only, with a panel of highly accomplished industry specialist. The evenings preceding’s will be FIlmed and presented throughout the exhibition that follows.
KEY SPEAKERS JEFFERSON HACK •- Iconic image-maker of our time - Co founder of Dazed and Confused Magazine, Another Magazine and Another Man magazine. •- Pioneer of innovative impended publications that combine fashion, art and lifestyle. RANKIN •- Photographer to some of the biggest names and brands in the industry. •- Co founder of Dazed and Confused magazine, Another and Another Man magazine as well as founding The Hunger magazine. LISA ARMSTRONG •- Fashion editor at The Daily Telegraph •- Previously British fashion writer of the years •- Contributing editor to British Vogue •- Honorary doctorate from the University of the Arts London
CHRIS DERCON •- A freelance arts and culture journalist during the 1980s •- Worked from 1981-1983 for the gallery Baronian-Lambert in Ghent •- Became program director of PS1 Museum in New York in 1988 •- Became founding director of Wittede with in Rotterdam in 1990 •- Ran Munich’s Haus der Kunst since 2003 •- Dercon organized the FIrst large retrospectives of Indian modern painter Amrita Sher-Gil and Chinese multi media artist Ai Wei Wei J W ANDERSON - Irish born fashion designer J W Anderson, debuted his FIrst women’s wear collection at London Fashion Week in 2008. - Through his inFLuence in menswear, Anderson continues to explore the relationship between boy and girl and blurs the lines of gender in each of his collection’s
GUESTLIST The guest list includes the main people Innovation would invite to the Prada event. The invites would be sent to a range of people from fashion and art editors from magazines and newspapers to stylists, photographers and bloggers. The guests would also include the contributors for the event. Inviting bloggers and editors would help in the advertising for the event as they would be invited to write about it in their media. •- Guests would include fashion and art editors from magazines and newspapers to stylists and photographers. •- Contributors would automatically be invited to the event. •- Guests would be useful to advertise the event by writing reviews.
NEWSPAPERS The Telegraph - Lisa Armstrong, Luke Leitch The Independent – Susannah Frankel WWD - Edward Nardoza, Dianne M. Pogoda, Sarah Taylor JOURNALISTS Christopher Bollen Cathy Horyn ShowStudio – Nick Knight, Charlotte Knight, Lou Stoppard, Marie Schuller The Business of Fashion - Imran Amed, Emma Clark The JC Report – Jason Campbell, Meghan Cleary, Chelsea Bauch Susanna Lau (Susie Bubble) Scott Schuman - The Sartorialist Garance Doré Vanessa Jackman Nicole Phelps – style.com executive editor Brittany Adams - style.com associate fashion editor Julia Sarr-Jamois – Stylist Jefferson Hack Rankin Steven Meisel Wes Anderson
MAGAZINES Vogue UK – Lucinda Chambers, Alexandra Shulman Vogue Paris - Emmanuelle Alt Vogue Italia - Franca Sozzani Vogue US – Grace Coddington, Anna Wintour Wonderland – Grace Cobb W magazine - Giovanna Battaglia Harper’s Bazaar – Glenda Bailey, Anamaria Wilson i-D – Terry Jones Monocle PR Week POP magazine - Dasha Zhukova Nylon magazine - Marvin Scott Jarrett, Joseph Errico Dazed and Confused - Tim Noakes, Isabella Burley AnOther magazine - Katie Shillingford, Sofia de Romarate Net-A-Porter The Edit – Lucy Yeomans, Gabriele Hackworthy, Gemma Stark Art Review - Mark Rappolt, David Terrien
ADVERTISING CAMPAIGN
Innovation have designed an effective advertising campaign that reFlects both the Tate and Prada. The primary focus of the campaign is the use of iconic imagery. As the exhibition is a retrospective, we wanted to use images that we felt reFlected and were iconic to the Prada brand. The purpose of the advertising campaign is to create awareness. As we have two institutions on board, this automatically creates a buzz around the event, the advertisements job is to simply let people know what is happening, and when its happening.
As well as choosing images that are iconic, we wanted to choose images that were intriguing to audiences that might not be as familiar with Prada. The image featured in advert 1 is from Prada’s SS 2012 advertising campaign, shot by Steven Meisel. The image in advert 2 featuring Muiccia Prada, was shot in 1999 by Guido Harai. Innovation suggests that for the Prada Retrospective at the Tate, a new image of Muiccia Prada will be commissioned keeping with the style and feel of this image. Innovation also suggests that Steven Meisel, a photographer who has worked with Prada for over ten years, takes this image. We feel this would be appropriate as we feel Steven Meisel understands the Brands identity. The image featured in advert 3 is from Prada’s AW 1997 campaign, shot by Glen Luchford.
TATE Innovation feel it is vital to advertise within and around the Tate as it will automatically reach the Tate’s target audience on a large scale. As well as promotion on the Tate’s website and social media platforms.
PRADA We also feel it would be beneFicial to Promote the retrospective within Prada stores. We think the most affective format for this would be a postcard style leaFlet that will be given to customers on purchase. This will reach Prada’s target audience.
WHERE? LONDON TRANSPORT MEDIA Innovation feel advertising on London Transport is key. With over 150,000 commuters entering the tube network every hour, it’s guaranteed that our campaign will be seen. We plan to focus on stations that surround both the Tate Britain and Modern; Pimlico, Vauxhall, Westminster, Southwark, Blackfriars and St Pauls. We would also like to target main tourist attraction stations; Oxford Circus, Green Park and Leicester Square.
ADDISON LEE Addison Lee is London’s largest minicab company. Every week, they transport 156,000 executives around the capital. Their range of clients is truly stunning. They carry over 15,000 leading companies from the world oF Finance, fashion, media, music and many more. Of these companies, a large number spend over 100,000 per year with Addison Lee. Advertising in Addison Lee’s in-car magazine, Add Lib is a great way of reaching a large number of inFLuential people.
COSTING INNOVATION PROPOSE A BUDGET OF £50,000 TO SPEND ON ADVERTISING. ADD LIB MAGAZINE -
To advertise in Addison Lee’s quarterly magazine would cost £3000 per advert.
LONDON TRANSPORT MEDIA TUBE To display a 48-sheet advert in all stations missioned would cost £10, 290 for two weeks. The total cost for 3 two weeks stints would be £30870 To display an advertisement on escalator panels costs £108 for two weeks. To advertise in all stations proposed would cost £972 and the total for three two-week stints would be £2916. It would also be the same price if we were to advertise in station corridors.
ADVERTISING TIMELINE JAN
MAR
MAY
JUN
Send out press packs to get into May Send out press monthly packs and magazines. advertising to get into the 3rd Send out quarterly Add Lib magazine. reminders to press and Advertising to invites for start at Tate launch night to and Prada chosen week guestlist. commencing 8th June for duration of exhibition. First stint of advertising to start on the London Underground week commencing 8th June for two weeks ending 22nd June. Launch night 15th June. Exibition open to the public 16th June.
JUL
SEPT
Second stint of advertising to start on the London Underground Third and final week stint of commencing 20th July for advertising to start on the two weeks London ending 3rd Underground August. week 3rd Quarterly commencing 3rd September Add Lib for two weeks magazine ending 17th begins September. circulation. Exhibition finishes 18th September.
SPONSORSHIP Innovation feel that naturally the Prada Group would be the sponsor for the Prada Retropective, its the perfect match as both Prada and The Prada Group are currently lead by Miuccia Prada and Patrizio Bertelli. We feel that it will also be beneFicial for The Prada Group to sponsor the exhibition as it will create good publicity for the brand and create awareness of The Prada Group. The Prada Group own some of the most prestigious brands in the fashion industry and operate in over 70 countries around the world, with an ever expanding market.
HOW INNOVATION HAVE MET TATES AIMS OPEN •- Hosted FIrst fashion event. •- Encouraged debate. •- Collaborated with Prada. •- Combined fashion with art.
DIVERSE - Opening debate to general public - Therefore encouraging a range of different views, voices and perspectives.
INTERNATIONAL - By collaborating with Italian brand Prada we are opening up the Tate to a wider target audience.
ENTREPRENURIAL - Combining fashion and art. - Basing exhibition on sweet escape and dual. - Stimulating debate .