Vogue American Express Fashion’s Night Out is celebrated as the country’s largest retail event with over 600 participating retailers and 300,000 attendees, officially surpassing Australia’s Boxing Day Sales. For the third year running, the team at Studio Messa delivered the huge event from start to finish: leading the creative direction and experiential design of the night, through to its production and operations. Working across multiple brand activations including Vogue Australia, American Express, Olay and Stylerunner, Messa were entrusted to execute a seamless, cohesive and vibrant experience to shoppers.
Live performances, product sampling, styling seminars, competitions and giveaways generated excitement and shareablity throughout the precincts, and offered guests a rare opportunity to get up close and personal to the coveted Vogue Australia brand.
American Express prides itself on rewarding card members with money-can’t-buy experiences, and as principal partner of Vogue American Express Fashion’s Night Out 2018, this experience took the form of The Amex Lounge. The transient structure, creatively produced by Studio Messa from concept to delivery, was one of the most popular activations within the Melbourne and Sydney precincts. A 15m long and 5m tall LED arch showcased iridescent branded animations, acting as a beacon for consumers looking for a mid-shop pitt-stop. The lounge itself emulated the overarching aesthetic of VAEFNO, offering guests glitter donuts and pink cocktails in a luxe environment.
For the first year American Express created a secondary activation for non-card members, tapping into prospective new clients via the Amex Soft Serve Station. Rainbow soft-serves drenched instagram as consumers queued for a taste of American Express.
For both Sydney and Melbourne VAEFNO, Studio Messa also designed and produced brand activations for Estée Lauder, Gordon's Gin and Olay.
Estée Lauder created a pop-up that embodied the stunning spectrum of the Double Wear range of makeup. Consumers were invited to discover their shade with professional makeup artists providing a colour-matching service.
Paying homage to the historical British roots of Gordon's Gin to showcase their future and new innovation of the ready-to-drink Gordon's Pink Gin; Transporting old world charm and elegance into the realms of high fashion through the luxe textures and bold colourways of the Premium Pink Runway.
Taking inspiration from the scientific origin of Olay's Magnemasks; an activation was created where consumers could test the product and were given samples for take-home trials. The clean, sleek space was styled with mirrored finishes, levitated plinths and lush floral to create an insta-worthy experience.