Bravo’s Project Runway S19 Mirror Installations
When Bravo was looking to promote Season 19 of their Emmy-winning competition series Project Runway, they partnered with Empire to help execute a multi-day outdoor stunt that would engage with fans and fashionistas across New York City.
In this age of social media, nothing gets more traction than a fabulous selfie. Empire built 3 oversized mirror installations adorned with colorful, eye-popping floral designs, and set them up in key locations throughout Manhattan across 3 days, kicking off on October 14th, the premiere day of Bravo’s Project Runway Season 19.
The largest of the 3 mirrors was set up as a 3-day flagship location in the heart of Flatiron Plaza next to Madison Square Park. With the Flatiron Building as the backdrop and the Empire State Building caught in the mirror’s reflection, thousands of passersby, including Real Housewives of Potomac’s Wendy Osefo, came by to check themselves out and take a snap.
The other 2 mirrors ‘popped up’ each day with fresh new floral ‘looks’ and sassy new mottos (e.g. “IT’S A BEAUTIFUL DAY TO SLAY”) in different locations including Soho, Columbus Circle, the Meatpacking District, and Union Square. Additional notable visitors included Real Housewives of New York’s Leah McSweeney and current S19 Project Runway contestant Darren Apolonio.
Blessed with beautiful, sunny and warm mid-October weather, the mirrors were seen by tens of thousands of New Yorkers and enjoyed interactions with thousands of selfie-takers.
Empire secured the location permits, worked with florist East Olivia on the installations, and managed a team of Brand Ambassadors outfitted in branded black denim jackets and white T’s.
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
