Client McArthurGlen - Serravalle Outlet Mall Srl
Location Serravalle Scrivia (AL)
Partnership event realized in collaboration with The Round Table
Typology of the project and activity Production - Sets and Shows - Press Office - Brand Heritage - Territorial Marketing
Objectives
- To reinforce the value and identity of the McArthurGlen brand and of the Serravalle Designer Outlet, Italy's first outlet, built in September of 2000, which in ten years time has become the largest in Europe with 180 shops and a significant portfolio of prestigious brands
- To gather the public with an event capable of reaching diverse targets and, at the same time, of guaranteeing special hospitality for a select sphere composed of choice clients, business partners, and the Media
- To give media visibility to the celebration
- To emphasize the unique experience guaranteed by the Serravalle Outlet, where shoppers don't simply buy, they live out a unique shopping trip in exclusive boutiques, overlooking an unexpected path through the architectural charm of a shopping centre immersed in verdant hills
Strategic guidelines
To celebrate the 10th anniversary of the Serravalle Outlet - belonging to the McArthurGlen Group, a European leader in the development and management of Designer Outlets - and to publicize the 10-year-long presence of Outlets in Italy. Indeed, it was the Serravalle Outlet that introduced Italy to the revolutionary way of doing and thinking about 'intelligent shopping', that is, articles of clothing and high-quality products from leading Italian and international labels made available at prices that aren't found anywhere else simply because they are no longer part of the latest collection out on the market.
To involve and amaze guests with an exclusively toned, strongly emotional brand experience celebrating the social and commercial phenomenon born with the Serravalle Designer Outlet; to thank visiting clients and commercial partners tied to the brand, while at the same time promoting the Thank You Card programme.
Action
MAC Group, in collaboration with The Round Table, devised a strategic project for the event's organization and production; it coordinated the entire day, directly managing all creative, operational, logistical, and administrative phases.
On 10 September 2010, from 10 in the morning to 10 at night, a full day event entitled 10!: a multidisciplinary performance took the stage with Street Art, Dance, Music, and Fashion meeting face to face and merging throughout the Centre's spaces. The theme of 10 was performed through activities enacted throughout the entire exhibition area and involving all participating disciplines.
The programme played out over several crowning moments of the day, then culminated in a grand 'shared' work of Street Art featuring the theme '10!'
There were 10 different stations with 10 'mobile walls' created by some of the most accomplished Street Artists of the Italian and international scenes: KayOne, Gatto Nero, Max Gatto, Mambo, Ericsone, FlyCat, Done, Raptuz, Sea, Creative, and Zero (many of whom had previously partnered with MAC Group + The Round Table for the project Breaking Walls). Moreover, the Serravalle Outlet's clients became actual 'visitor-actors' of the Centre, being directly involved in the performers' creations who requested client contribution to the works of Street Art in the form of writing a dedication, a thought, or even just a signature.
The grand finale of '10!' was created by MAC Group + The Round Table with the direction of Marco Boarino and the choreography of Nikos Lagousakos who assembled 10 dancers and performers from the Nikos Lagousakos Dance Company.
The performance - divided into representative scenes amid the audience and spread over different spaces and levels of the Piazza dei Portici - staged the numerology of the number 10 in relation to the Serravalle Outlet (the word Serravalle is made up of 10 letters) and the fashion world of the Centre: the clothes themselves were the stars, made available by Adidas, A-Factory Store, Roberto Cavalli, Iceberg, La Perla, Richmond, Guess, Levi's, De Kuba-Marville, Store House, Replay, Meltin'Pot, Calvin Klein Jeans, Tommy Hilfiger, Lee, Wrangler, Timberland, and Marina Yachting.
A grand finale concluded the shared experience with an emotional bang: a pyro-musical show of 'Fireworks, Flames, and Confetti.'
The results
- Increase in visitors during the day and throughout the week, as compared to the same period in 2009
- Significant presence of journalists and partners on the occasion of the event
- Media coverage and reviews, even on prominent television broadcasts at local and national levels
