Mercedes Benz Fashion Week


After years in the Fashion Week tents with a display that simply did not drive buzz, Mercedes-Benz brought in VP+C’s events team to re-imagine the activations around its title sponsorship. To connect the high fashion world with the energy of the street, we partnered with style photographer Youngjun Koo to create an analog version of a social media feed.

Koo shot fashionistas on the streets, sending images off to our production team to be printed nightly and pasted daily onto the walls of the brand’s display in the lobby of Lincoln Center. Meanwhile, screens positioned throughout the booth connected to real time Instagram feeds and a dedicated hashtag, bringing even more street style to the space (and the web).

An unexpected potential issue was overcome when several designers withdrew at the last minute from presenting in the tents and relocated their shows at various venues. We deployed a G Wagon and mobile trailer to travel around the city shadowing these mavericks, and it was staffed by a team of handsome handymen who applied posters nearby these sites for even more impressions.

The client called the activation a stunning success, with a sharp increase in booth traffic, stellar social engagement, and, for the first time, real lead generation in the tents.

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