DARE

BRIEF

Givenchy got in touch when launching their fragrance, DARE, as they its synergy with Givenchy Fashion had a low visibility from a consumer standpoint. They wanted our help to address this and correct it with our activation.

They asked us to design an event hosted for representatives of key retailers, showcasing the new Givenchy brand positioning and to showcase DARE and its core values.

EXPERIENCE

The event was a mix of interaction, engagement and product discovery, plus a 20-minute brand presentation. Incorporating a pre-awareness campaign, live event, and post-event comms, the main products to hero were the make-up and branded content used within the experience.

The Catwalk was marked out as an X on a raised platform to give a three dimensional effect, framed by tubes of white light. Models entered from doors straight onto the catwalk when the show began. The GM presentation also took place within the centre of the cross, a key impactful space within the event.

Projections appeared on a large section of the back wall, framed by concrete pillars in the main venue space. Content rolled throughout the event to set the tone and inform guests on various elements of the new DARE brand direction.

To complete the experience, guests signed their name on the wall using Givenchy lipstick - creating a talking point and impact.