Herschel for Everywhere - SM MOA Galleon Launch

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HERSCHEL FOR EVERYWHERE

This event positions Herschel as a brand that you can carry anywhere you go—may it be the city or the suburbs.

Inspired by the evolving need of our market—from seeking style to products that serve their need to go in and out of the city—this event highlights the duality of Herschel products.

Main Highlight

Twin Models

In line with the rurban concept, twin models was used to represent the city and the suburbs. They look identical in terms of makeup and hair style, but distinctly “city-inspired” and “suburban-inspired” in terms of apparel and bags.

Component One

Two Evites

We gave away two sets of evites—one requires guests to come in city-inspired attires, while the other in laid-back suburban outfits.

Component Two

Store Opening

Roll-up door was covered with sticker and was closed to cover the store. After the welcome remarks, the steel door was roll-up, signaling the opening of the store.

Component Three

Twin Runway

Five sets of twin models walked down the halls of the store and signal its opening. Once inside, they went to their designated spots and act as live mannequins. The runway was divided into three parts: the urban, rural, and rurban walks, each of which shall feature their respective set of twins.

The urban walk was supported by a brand talk explaining that people can carry Herschel in the city, while the rural walk was supported by a talk explaining that it is also perfect for the suburbs. To round it out, the rurban walk featured both urban and rural sets of twins who, after walked down the store, makes mirrored movements in each side of their assigned LED frame. This shall cement that Herschel is perfect for the city and everywhere you’ll go.