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Redken Tribe Event
The TRIBE 06 event will be a one of a kind experience, like one's first visit to New York - an inspiration. Guests will feel the NYC energy throughout and feel excited, inspired and wowed.
We are proposing to create zones and break down the individual activities areas and performances into Manhattan neighbourhoods and landmarks.
This division and theming will enable guests to clearly recognise and identify each area, making them eager to discover the next zone, whilst always communicating the REDKEN brand values.
OUTSIDE OF THE VENUE We will set the scene from the very beginning – guests will feel like they have arrived in NYC. To achieve this, we propose using an instantly recognisable icon: the Statue of Liberty. The head of the statue will be projected onto the building, with the 7 rays of the crown transformed into a funky hairstyle. We will also use a theatre “menu board” on the front, with white illuminated background and red letters “Broadway proudly presents: an exclusive REDKEN TRIBES 06 show – One night only!”.
Guests will feel like VIPs entering the hottest event of the year.
ENTRANCE / WELCOME Guests will be welcomed to the venue in full Broadway style, with glamorous usherettes and doormen to greet them. They will feel like celebrities, having their picture taken by photographers / paparazzi. The area will be buzzing, setting the tone for the evening.
It will be heavily branded with directions to each zone very clearly indicated.
Guests will be offered a fabulous cocktail, NYC themed, like a Manhattan or a Cosmopolitan, whilst being showed into the main stage area.
MAIN AREA
Main Stage
The main stage will recreate NYC landmarks, using backdrops, props and projections. Branding will be evident, with imagery projected onto screens. Lighting will be bold and multi colour, complementing the liveliness and excitement.
This area will be divided into 3 demonstration stages; each stage to be designed to work with the various shows.
• Broadway : glamorous, lavish, dazzling with neon lights
• Up town : with its sky scrapers, including the distinctive Chrysler building
• Downtown : represented by the Brooklyn bridge Main Dance floor
The main dance floor will be transformed into Time Square, the city's most famous intersection, always buzzing, lively and happening. The neon signs and images present in Time Square will include subtle REDKEN branding and imagery to strengthen the message and brand values.
Staircase
We feel it is important that the whole venue is in keeping with the NYC vibe – so going down towards the lavatories area, this long staircase will be dressed as a NY subway entrance.
UPSTAIRS / SEATING AREA
This area will be divided into Upper East Side and Upper West side – using again instantly recognisable buildings and icons projected onto walls.
Upper East Side
Reflecting the exclusive and elite feel of this part of town, guests will feel like VIPs, having an incomparable view to the whole event and entertainment. Lighting will complement and enhance the feel of this area, with pink gels suggesting guests see “La vie en Rose”…
Upper West Side
Maintaining the VIP feel, images of the remarkable buildings that populate this part of town (like the Lincoln Center for the performing Arts or the Riverside Park ) will be projected in the walls to recreate this side of NY. To disassociate from the pink lighting in the East Side, lighting in the West Side will be blue.
DOWNSTAIRS Whilst upstairs is buzzing with multiple shows and entertainment, downstairs will be more chilled and relaxed.
The back of this area will be sealed off and used as a preparation area (not visible to guests), for stage performers and artists.
There will be 2 main zones:
• Central Park
• 5 th Avenue
Central Park
Green lighting, a canopy of trees full of lanterns and pea lights, jazz music and park benches to relax on – Central Park will offer typical NYC refreshments and food. With a variety to choose from (Burger Bar, Pretzel Cart, Chinese Takeaway Counter, etc…) guests can sit back and chill out whilst rollerbladers and buskers keep them entertained.
Even the typical dog walker can be seen, with pampered pooches with hairstyles to die for!
5 th Avenue Zone
REDKEN Product will be the focus of this area. Leading from Central Park, 5 th Avenue icons and landmarks (think St Patrick's Cathedral, the Trump Tower , Saks …) will be projected onto the walls to recreate New York 's best known boulevard.
This will lead directly into the REDKEN “store” which will focus on REDKEN brands, it's philosophy, pioneering research and advanced products. Live-cam back projection could be used to entice guests into this area. Giant facsimiles of product bottles will mark the entrance of this funky laboratory, with hostesses and staff dressed in white lab coats guiding our guests.
Inside, computer terminals, will allow guests to access information about REDKEN products.
FINALE
To conclude the end of a phenomenal evening, guests will be treated to an amazing live performance by a NYC inspired act. Amongst our favourites Scissor Sisterz, a fantastic tribute band to the uber-cool Scissor Sisters, or Zoonation, an incredible Hip Hop Dance Show, originating from Pinacle Dance Studios.
Over the Time Square area, a glitter cannon will be used to dazzle guests before they exit the most unforgettable event of the year. |
