Moncler: The Art of Genius
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Event
Moncler: The Art of Genius -
Event spaces
Olympia Grand
Olympia National
Olympia West Upper
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Market
Fashion -
Client
Moncler and XYZ -
Event type
Live event
The Challenge
Moncler’s ‘The Art of Genius’ event was briefed to the venue with a very short lead time. It had complex build and rigging requirements, bespoke catering needs, the venue’s highest ever electricity loading requirement, and a global live stream as part of London Fashion Week. The event was to feature seven brand installations as well as major live performances including Alicia Keys. This meant multiple brand, creative and production teams’ involvement in the planning and delivery of the event and extensive VIP considerations. Also, this colossus of an event would be running while the venue was in the midst of major redevelopment.
Creating success
All departments sprang into action to respond to an evolving brief and complex arrangements. Due to the vast number of VIPs invited, along with 8,000 members of the public, there were 1,500 event staff involved in the event, 400 being security. Our catering partner Host Olympia delivered 19,000 crew meals. Due to crossover in the build and a show being open, the venue set up a tri-party agreement enabling a pre-rigged structure to be incorporated into the other show benefiting all parties. Additional electrical supplies were negotiated for the extra load needed, and boosted bandwidth sourced for stable connections to 3,000 devices during the client’s livestream.
The results
This fashion activation event was an enormous success for Moncler allowing them to dominate London Fashon week, gain 1.1m live stream views, millions of social media engagements and PR coverage across every continent. Thousands of trendsetters danced the night away to Alicia Keys in Olympia National and everyone delighted in the brand collaboration experiences from the likes of Mercedes Benz, Pharrell Williams, Jay-Z, FRGMT and Rick Owens.
The run of show was essentially an entire London Fashion Week’s worth of clothing presentations, activations, and entertainment, all wrapped up in a prosecco-fuelled party inside a cavernous venue. Have you ever wanted to see Alicia Keys perform “Empire State of Mind” in front of thousands of screaming fans on your way from a Palm Angels-orchestrated foam party to an Adidas-designed selfie room, where you’re whisked on a conveyor belt inside an LED arctic cave? You should’ve been there!
GQ magazine, 21 February 2023