Project Objective: Create a proposal for a digital activation to complement a traditional runway show, that will deliver heightened brand engagement, buzz and incremental ROI (return on investment).

Concept Overview: Alexander Mcqueen will create an exclusive phygital experience in a fully immersive room with a 360° digital show of their latest runway collection in London, United Kingdom. The experience will occur on the first floor in their Bond Street Flagship location, with dinner offerings. The room will stream the runway live for a select audience and continue to run for the visitors for the next day. The collection will be featured on the second floor for visitors to explore. The event will build emotional connections between Alexander McQueen and our valued client base by immersing them in a unique brand experience. It will engage the press, influencers, and customers, leaving our audience with memories and experiences that guarantee story-telling through genuinely inspiring content.