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PROJECT OVERVIEW

On Wednesday 30 November 2011 luxury fashion house Gucci officially launched their new flagship store in Sydney, Australia. Located in the Westfield Shopping Centre along Castlereagh Street, the store spans more than 7,500 square feet over two floors and boasts a design concept by Creative Director Frida Giannini. 3 Degrees were engaged to produce and manage a unique event and PR program to celebrate the flagship store opening.

CLIENT OBJECTIVES

Officially announce the arrival of the new Gucci store into the Sydney market.

Engage with key clients and stakeholders.

Generate an emotional regard for the Gucci brand.

OUTCOME

The 3 Degrees Marketing team were set the ultimate challenge to transform a shopping centre lobby, still undergoing construction, into a glamorous dinner setting for the Gucci flagship store launch.

The 3 Degrees team navigated their way around a building site and in just over 48 hours crafted the custom event design commissioned in consultation with Gucci. The design was complete with 50 metres of temporary walls to divide the vast space; a raised, circular stage; custom built dining tables; ten metre high, full colour, Gucci advertising prints; hundreds of fragrant peonies; hand selected tableware and a fully functioning commercial kitchen.

Add to this a cast of waiters, door hosts and lift attendants dressed by Gucci and the result was an unforgettable evening for a selection of VIP’s, media and celebrities that included a private performance by British singer/songwriter Anna Calvi – a personal favourite of Gucci’s Creative Director Frida Giannini and a pledge from Gucci of $200,000 presented to the Australian Childhood Foundation.

The launch celebration officially commenced with a ribbon cutting ceremony, followed by an in-store cocktail event before moving into this custom built space for an exclusive four course gala dinner, with a menu designed by top Sydney restaurant Pendolino.