MAC Spring Influencer Trip 2019
To welcome their brand new product line, MAC, with the help of Empire Entertainment Japan, created a two day spring collection preview in Tokyo.
Around 40 beauty influencers from more than 10 countries gathered during fashion week and were the first to experience the brand new MAC product line. The two day MAC spring collection preview was filled with many instagrammable moments and exciting events around the corner.
Held at the Terrada Warehouse Case B, our influencer guests entered into a colorful lobby with four distinct doors. Each room introduced a unique new product— the art library room, the mirror sakura room, the outer space room and the cloud room— took our influencers to four different worlds. Make-up demonstrations, lip workshops, drinks and specifically designed treats also gave guests an excellent opportunity to experience and learn about the new MAC product line.
Some of the influencers were also invited to YouTube Space Tokyo to have a special make-up video created for their own YouTube channel.
Empire was responsible for the hotel coordination, transportation arrangements, logistics, venue sourcing and coordination, model casting, operation staff management, backstage management (hairstylist, seamstresses), special catering curations, giveaway productions, photography of both events which involved documenting and taking beauty portraits, video production of the event, influencer’s beauty demonstration and talk session videos.
Guests received their first taste of technological innovation at registration, where they were welcomed by name on a reactive LED screen installation covering the full width of the entry wall. A large lunch café was created with a décor scheme that incorporated custom-built, ceiling-high steel LED frames draped with foliage to create smaller, intimate restaurant-style spaces that displayed both technology and nature.
A series of breakout sessions presented content targeted to attendees’ varied interests, while imagery displayed throughout the venue showcased real-life applications of how products designed to empower developers help to unleash the power of data and reimagine possibilities that will improve our world.
Every element of Microsoft Connect(); from registration, breakfast and keynote, to lunch and evening cocktails, were custom-designed to communicate exacting brand messaging and to deliver a high-touch guest experience to this important audience. The keynote and breakout sessions were livestreamed through an onsite studio built for this purpose and content was watched online by millions around the world.
Empire is proud to collaborate with Microsoft on this annual, top-tier business communication event.
To view excerpts of Connect(); 2017, please visit https://www.microsoft.com/connectevent
