the brief
Twice a year, centre:mk hosts a vibrant two-day celebration of the evolving fashion seasons through its Fashion Weekend. This dynamic event features an array of activities, including catwalk shows, style talks, guest speakers, pop-up stores, and enticing offers.
creative solution
In redefining the aesthetic for Fashion Weekend, our focus was on infusing it with a stylish and confident attitude that resonates with the event’s lively fashion celebration.
Our solution uses a striking black-and-white palette and bold graphic typography and serves as a backdrop, allowing compelling fashion photography to take centre stage. This deliberate neutrality provides a versatile canvas for the ever-changing and colourful landscape of fashion trends.
rollout and impact
The most significant design challenge involved the creation of stage panels forthe catwalk within centre:mk’s large function hall. To enhance the impactof the activation, the creative was carried across a number of promotional channels. Engaging the audience through in-mall digital screens and social media. Additionally, we incorporated tangible elements such as stickers and swing tags, used to identify garments featured in the fashion show in-store.
