Download - 2.3 номинацияboss orange party report
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“Moscow is the new New York”
Soho Rocker / Brooklyn Artist / Central Park
Moscow 20th of May 2010
Event report
BOSS ORANGE
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Event venue – Looch
Black Carpet / Podium In height of windows
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Looch inside before guests arrival
Black Carpet / Podium In height of windows
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Accreditation outside of Looch / enter container “tunnel” into a new world!
Real 20 feet container near Looch location for guest’s registration
Boss Orange logo as graffiti
8 hostesses for accreditation
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Entrance on the black carpet over the “Brooklyn Bridge!”
People enter the venue over the black carpet on a long podium (40 cm height) to be on the same level as the windows, to create a type of inverse cat walk.
Inside the windows are the models wearing the new Boss Orange collection.
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Entrance on the black carpet over the “Brooklyn Bridge!”
People entering
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“Moscow is the new New York” graffiti spraying
2 Graffiti artists spray throughout the whole evening in New York style onto a container “Moscow is the new New York” while guests arrive.
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Models inside the windows & inside the venue
All people pass the black carpet and see the Windows of Looch.
Inside the windows we have Models of different styles. Black, White, Asian, Russian. To represent the “melting pot” of New York.
Inside the venue you can meet models on a special pyramid podium and on benches of central park.
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Models in Central Park
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Door Men / Security Door men are very cool and dressed in trendy pink suits to create a perfect style & mood
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Enter the ground floor which is SOHOStreet signs are used to show and guide through SOHO
We guide to street names such as Broome street or Mercer Street, Prince Street and Broadway etc.
We also use the name of the BOSS STORE on 555 Broadway
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SOHO. Decoration and mood
… We create a mixture of Andy Warhol’s art and Hugo Boss mood in a cool movie and translate it on a big screen over the venue
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SOHO. Decoration and mood…We produce cool Boss Orange mood pictures and place them all over the venue
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Enter the Second floor which is BROOKLYN
Over the evening we have occasionally appearing:
a freestyle battle & a break dance show a box fight on a real ringand a cool performance of a NY underground band
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Brooklyn Fight
On the second floor we built a real Box Ring with a real show fight going on
This created great word of mouth and was used for plenty of picture backgrounds
BOX RING
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Japayork band
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Stylish NY underground band Japayork played
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Brooklyn “home” atmosphere
We created some “home” feeling in the Brooklyn zone, with sofas and a fridge filled with bottled Heineken beer for self service
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DJ’s for the party DJ Sandra & Kuibar & Alex Di
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Famous Russian DJ’s Sandra, Kuibar and Alex Di spinning at the party in SOHO & BROOKLYN zones over both floors
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The back terrace was Central ParkWe create a real Central Park atmosphere on the terrace of Looch by installing:
NY skylines on screensnatural green grass3 meters treesand real park benchesand proper lightening
As a result our terrace was extremely popular and had a real WOW-effect!
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The back terrace atmosphereSpecial lights on trees, wonderful NY sunrise & sunset projections, nice models in stylish BOSS Orange looks create on our terrace an unforgettable atmosphere
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Partner integration – Papa John’s pizza At night inside Central park 400 pieces of pizza were handed out in “pick nick” style
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Partner integration: Mercedes Benz
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Mercedes SLS was presented near the entrance
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Mercedes limousines service
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Mercedes provided 15 limousines to transport VIP guests, media and celebrities
All cars were branded with Boss Orange logo
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Partner integration: Procter & Gamble
We handed out Boss Orange fragrances as a present at the end of the party from the graffiti container
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CelebritiesAvrora (in BOSS Orange dress) and Christian Ender, Tatyana Gevorkyan, Konstantin Andrikopolus, Nikolai Uskov, Julia Snegir (in BOSS Orange dress) and many other celebrities
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Facts
Number of guests: 700
Party started: 8 pm
Party finished: 2 am
Pizza handed out: 400
Gift bags with BOSS Orange
fragrances handed out: 400
VIP driver service
by Mercedes: 15 cars
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“I really was impressed. Thanks a lot for inviting me”
Keni Luhtanen, Managing Director of Luhta Fashion Group
“Thanks so much for this great evening, I haven’t enjoyed myself like this for a long time”
Omar Ghobash, Abudhabi Ambassador to Russia
“It’s one of the 1St parties in Moscow with a real NY atmosphere. Very stylish and cool”
Nikolai Uskov, GQ Russia Chief Editor
“It was awesome. The most I liked was central park. Super atmosphere! ”
Irina Sadchikova, IT-girl
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Feedbacks from our guests
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Thank you!