TAM SÃO PAULO FASHION WEEK by CRIACITTA MARKETING CENOGRAFICO for TAM LINHAS AEREAS

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TAM SÃO PAULO FASHION WEEK

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Industry Airlines
Media Design & Branding
Market Brazil
Agency CRIACITTA MARKETING CENOGRAFICO
Creative Director Wado Gonçalves
Art Director Renato Bicas
Released January 2010

Credits & Description

Category: Environmental Design: Semi-Permanent
Advertiser: TAM LINHAS AÉREAS
Product/Service: TAM LINHAS AÉREAS AIRLINE
Agency: CRIACITTA MARKETING CENOGRAFICO
Date of First Appearance: Jan 17 2010 12:00AM
Entrant Company: CRIACITTA MARKETING CENOGRAFICO, São Paulo , BRAZIL
Creative Director: Wado Gonçalves (Criacittá Marketing Cenográfico)
Art Director: Renato Bicas (Criacittá Marketing Cenográfico)
Graphic Designer: João Pontes (Criacittá Marketing Cenográfico)
Account Manager/ Planner: Juliana Naday Monteiro (Criacittá Marketing Cenográfico)
Architect: Brayan Breder (Criacittá Marketing Cenográfico)
Production Manager: Lucia Griecco (Criacittá Marketing Cenográfico)
Media placement: Temporary Event Stand - São Paulo Fashion Week - 14 - 19 January 2010
Describe the challenges and key objectives
Create an environment where the audience could play the main role of brand experience. Impact with a private space that translated connectivity on its design and activations.Start building concepts for the brand as a tool of lifestyle. Create a point of contact between the brand and its clients through the design and scenography to consolidate the brand´s identity and concepts.Translate the values of the brand in a fashion event inside a business environment, where the new on-board telephone and Internet services were also launched.
Describe the brief from the client
- Create an institutional lounge at a fashion event.- Launch new services for the airline clients.- Impact and surprise clients showing that the company is present in many aspects of their lives.- Follow the event’s theme: connectivity.- Create an emotional bond with the audience.
Describe how you arrived at the final design
TAM connects people. Above the technological connectivity, main attribute of the new service of the company, it’s the connection of things that moves us all: stories, experiences and passions. We created an environment in which the connectivity concept was evident in every detail. Taking part of the fractal design we represented connectivity: a great wall made of 1300 connected cubes gave the idea of union. The route map turned into a sculptural wall to demonstrate the capillarity of its flights, fractal textures were displayed on G.LEC walls, while cloud-shaped ceiling LED lighting gave pulsing life to the wall.
Give some indication of how successful the outcome was in the market
A creative, inviting environment promoted brand experience and contact with brand´s values. More than 2.000 people, including jornalists, fashionistas, opinion-makers, and TAM clients where impacted by the brand in a moment of leisure. The audience had the chance to visit, interact and consolidate business at the lounge during fashion week. The lounge got great repercussion in different media vehicles.