MG3 Hybrid x Elle Magazine Launch Event
Tasked with the Australian launch Party for the MG3 Hybrid Cars with an exclusive collaboration with Elle Magazine. The goal was to introduce the ‘Next Gen’ technology of these cars to a younger, Gen Z demographic. The premium, evening event was held at the Overseas Passenger Terminal, with VIVID Sydney providing an impressive backdrop. Featuring live DJs and performers, and highlighting some of the local Australian talent, it was important to give both Brands prominent visibility.
EVENT CONCEPT / STAGE DESIGN / SET DESIGN / STYLING & FLORALS / ACTIVATIONS / PRINTED MATERIALS
Part of my role on this project, was how the flow of the evening would lead to the big moment – the car reveal. We had to carefully consider how guests moved through the evening and how the brand touch-points they were exposed to shifted from an elegant, cocktail style party, Elle, to the more bold, neon vibes of the existing MG3 Campaign material. Subtle touches such as gobos, and elegant branding on food packaging and cocktail stencils completed the experience.