NAME: Generation S – a funky Swedish fashion & music event hosted by the Swedish Embassy showcasing the latest Swedish fashion currently in Australia or on its way into the Australian market.
TYPE: event
BY: Carpe Diem PR & Events
WHEN: May 7, 2008
WHERE: Oxford Art Factory, Oxford Street, Sydney
PAX: 450+
BUDGET: TOP SECRET
BRIEF: Carpe Diem’s brief was defined by the following objectives: To showcase the very latest Swedish fashion currently in Australia or on its way to Australia; To increase the awareness of Swedish fashion labels in Australia amongst a youth audience (18-35); To create an exclusive fashion and (music) promotional event by inviting Sydney’s grungy, funky, trendy A-List music and fashion conscious and entertainment media (music, fashion and social/gossip).
HOW: Development and design of the Generation S brand.
Development of ‘Next Generation’ a distinct fashion and music concept for a targeted audience.
Identification of appropriate fashion and music-related sponsors and partners to strongly communicate the Swedish ‘next generation’ cultural message.
Identification of appropriate Swedish fashion labels, suitable to the event concept.
Arrangement for a Swedish music group to perform at the event.
Development of a carefully selected VIP guest list, including Sydney’s A-class fashion and music trendsetters.
Creation of an interactive and quirky online invitation to boost interest and create a ‘viral effect’ of the event. www.carpediemevents.com/generations.
Creation of promotional and media material of the event.
Formation of partnership with media for pre-event support.
Development of a pre-event competition to create hype around the occasion.
IN SUMMARY: A one-night entertainment event at Oxford Art Factory for Sydney’s A-class fashion and music trendsetters.
Six distinct fashion labels showcased their collection at the event, including: Cheap Monday, Kostym, Dr Denim, Julian Red, Camilla Norrback and Gram.
Nine sponsors, supporters and media partners including Scandinavian Airlines, Absolut Vodka, kikki.K, Make-Up-Store, Somedays, Oscar & Oscar, International brands (Peroni Nastro Azzurro, Miller Genuine Draft & Miller Chill), Popfrenzy & Fbi.
More than 450 exclusive VIP guests attended the event.
The Swedish up and coming electro-pop group ‘The Sound of Arrows’.
MEDIA ONSITE INCLUDED: Sydney Morning Herald, Triple J, SBS Radio, Fbi Radio, Time Out, Harper Bazaar, Cream, Yen Magazine, My Space, NineMSN and Wentworth Courier.
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