SHOP657 Spring Social was a one-time special event, in collaboration with contemporary clothing brand Malus Marcoo, created with the objective: "Increasing exposure and highlighting SHOP657 as the destination to find up and coming creatives." SHOP657 is an innovative concept store that carries brands and products designed and produced by Academy of Art University (AAU) alumni, students, and faculty.
In this project, I led a team of 4 to plan and produce the event with the budget of $900 and three-month timespan. We began with meeting up with the store manager, Chau Bui, to get to know more about the store current situation and what she would like to achieve with this event. From there, we began crafting our pitches.
After many submission and lots of editing, our pitch was finally approved. Our concept is:
"By uniting up&coming creatives at SHOP657 to provide a collaborative atmosphere in the spirit of connecting emerging talents within the fashion, music, food & beverage industries. It will be an event where people can have fun, network, and to help SHOP657 gain more exposure. "
We then began to assign tasks among the team members based on important elements of a special event: guests, entertainment, visual/theme, food & drink, and takeaway/gift. Each element is provided by a local, up & coming vendor. The process to find the gather all the vendors to fit with the event was challenging but we managed to make it work. After we finalized and secured all the vendors, which just about a week before the date of the event, we began to set up the visuals for the event.
The Preparation
At the same time, the team also started sending out invitations. We utilized both physical form (invitation cards, posters) and digital form (emails, social medias) in order to drive more traffic for the event.
Everything was on schedule and we proceeded with the event as planned. Highlighted elements in the event include the latest collection by Malus Marcoo, visuals by visual merchandiser Victoria Nonaca, music by up&coming DJ BabyJ (Jordan), complimentary snacks (macarons) by Diep Tran, and promotional gifts.
The goal for the event was to have about 30 guests attending. We had over 40 people came to the event, with some important guests such as: AAU Director of Fashion Merchandising, Malus Marcoo designers, AAU journalists.
SHOP657 Spring Social was also featured on several news outlet by AAU such as Academy Art U News and Fashion School Daily as well as their social media networks. It helped increase exposure for Shop657. And for that, we successfully achieved our goal for this event.
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