You will use the information you have gathered about your brand and its’ customers in the
previous Fashion Marketing project. You will extend this by using experiential marketing
principles and techniques and design a memorable event or experience which relates to
your chosen brand.
Tasks
Look at Ann Demeulemeester’s past events.
Location sourcing.
What will people do at the event?
Who to Invite? Physical or Digital?
Event invitation and advertising.
Rough plan
Week 1 - Looking at past events for inspiration, mindmaps and research into potential collaborators that would work well.
Week 2 - Look at her ceramics she creates now (could be included to tie the brand and her current work together), locations, will it be digital or physical? Who to invite?
Week 3 - Finalising plans and ideas, making invitations and advertising.
Mindmap
Looking at staging an event that brings together both her design past with her modern day ceramics. To celebrate the Ann Demeulemeester legacy and bring a wider knowledge and understanding to the brand and its DNA.
Activities Mindmap
When thinking about what activities to include at my event I started looking at what best defined the Ann Demeulemeester brand and aesthetic. Ann Demeulemeester has a cult following and the power that unites people around the world, I want this to be reflected within the event. Including activities like falconry and bird watching, this felt important as there are multiple references to wildlife and nature within the collections (feathers on jewellery, hats, clothing etc) the brand is not promoting birds, just using their attributes and silhouettes. Patti Smith of course would be performing, I was thinking there also could be a poetry or music writing workshop perhaps, this would help touch on the romanticism that surrounds the brand. Another idea I had was that the attendees could bring along their old pieces from Ann Demeulemeester and trade them with others, this helps to keep fashion more accessible and sustainable now, which is important. I plan to look at any events that have been previously done for further inspiration before finalising any ideas.
Inspiration 1; Past events
Pitti Uomo Event
There was meant to be a special event held for Ann Demeulemeester in January of this year. The event was meant to take place in the former railway plant Stazione Leopolda, in Italy, unfortunately it had to be postponed to June due to COVID-19. Intended to celebrate 40 years of the Ann Demeulemeester brand, supported by its new owner, Italian retailer Claudio Antonioli (which bought the company in 2020). The event was meant to showcase looks from past and previous collections, adorned by models translating the brands journey since Ann exited the creative helm in 2013.
Stazione Leopolda, Italy.
Inspiration 2; Singer Patti Smith
Patti Smith pays tribute to Ann Demeulemeester
In 1975, Robert Mapplethorpe was commissioned to photograph singer Patti Smith (called the “punk poet laureate") for the album cover of her new album Horses. Mapplethorpe's one requirement was that Smith wore a clean white shirt, resulting in a fearless black and white image that transcended its purpose. At the time, Ann Demeulemeester (16) bought the record and became intoxicated by both the audio and the visuals. Years later, Patti Smith and Ann Demuelemeester’s paths crossed and to this day they stay solid friends.
Patti Smith and Robert Mapplethorpe.
Patti Smith currently.
Robert Mapplethorpe in front of his artwork for Patti Smith.
Inspiration 3; Launch event for Ann Demeulemeester’s tome
Patti Smith was playing at Dover Street Market, an intimate event which she dedicated to Ann. She dedicated the performance to Ann, their friendship and the release of Ann’s new book; reading an extract from her introduction ‘The Girl of Flanders’ she wrote for Ann’s tome. Patti talks about when she was suffering from loneliness she received a package from Antwerp, a white box tied with black ribbon. This was the beginning for their long friendship.
Ann Demeulemeester by Ann Demeulemeester.
Ann Demeulemeester and Patti Smith.
The Ann Demeulemeester brand keeps below the radar. The brand is not flashy with elements such as marketing or events. People who know about the brand understand what it is, it is available for anyone to try on their own terms. It is proof that advertising is not the be all and end all of how to communicate your brand to potential customers. Therefore when searching for any previous events there was very little information available online, this does give me freedom to do whatever I want as none of the initial ideas I came up with have been done before.
Inspiration 4; Ann Demeulemeester Serax
Ann Demeulemeester Serax
After announcing her exit from fashion in 2013, Ann attended porcelain master classes across Europe. In 2019 Ann launched Ann Demeulemeester Serax, in collaboration with Belgian diffusion label Serax, creating affordable porcelain, silverware, larger household objects and glass wear. A selection of pieces are available in the Ann Demeulemeester flagship store in Antwerp.
Location inspiration for the event
I looked at potential locations that would suit Ann’s combined brands across Belgium and London. I wanted historical places that tied in well with the feel of the brand. Churches, castles, historic and underground buildings. Touching into the darker side of Ann I was spoilt for choice with places such as Henry VIII’s underground wine cellar and various gothic architectural sights.
Inspiration; Ann’s past home
Ann’s homes: Maison Guiette
Maison Guiette (aka Les Peupliers) was designed by Le Corbusier, in Antwerp, Belgium. Built between 1926 and 1927 it was the studio for René Guiette, a painter and art critic. It still looks modern almost one hundred years later. Ann Demeulemeester previously lived in Maison Guiette with her husband Patrick Robyn. I liked all the old buildings, I feel however you can have almost anything as that is what she likes herself she is not constrained to a particular era. The aesthetic of Ann Demeulemeester feels fluid and there is freedom to interpret the brand in your own way.
Inspiration; Ann’s current home
Kesselhof Manor, Belgium
Ann and Patrick have since moved to Kesselhof Manor, situated in the village of Kessel in Belgium. A 19th century Italian Rococo Revival villa, bought from Baroness Diane Caroline Van Zuylen Van Nyevelt.
Venue location mindmap
Belgium inspiration 1
Chambre du Commerce, Belgium
The Chambre du Commerce opened in 1531 in Belgium, it is the oldest stock exchange building. The building was designed by Flemish architect Domien de Wagemaker, constructed in a late Gothic style, influenced by the style of the London Stock Exchange. The Chambre du Commerce originally had three floors, But suffered two fires, the first in 1583. In 1588, a second fire destroyed the rest of the refurbished building, resulting in the closure of the Chambre du Commerce. It is now currently under renovation to be turned into a hotel, which has been going on since 2012. This building seemed perfect to hold an Ann Demeulemeester event, you have the historic elements, it is a grand space that fits in with the romantic yet dark aesthetic of Ann Demeulemeester.
London inspiration 1
Hoxton Basement, London
The Hoxton Basement is a multidisciplinary arts and events space in East London. The two rooms have white-washed walls and original features. The rooms have been used for dance parties, art gallery shows, pop-up food stalls, shops and corporate events. They are also great for studio space and photography shoots. I feel this location serves as a modern, light space to hold the Ann Demeulemeester celebration event. Being all white it fits in well with the black and white look that the brand is so famous for. Being underground gives it an additional edge - very fitting with the brand aesthetic.
Chosen location
For the chosen location I have decided to go with the Chambre du Commerce, Belgium. This location would act as the perfect venue to host my Ann Demeulemeester event. There is a rich history behind this beautiful building, it feels mysterious, dark, gothic yet light and romantic. It encapsulates everything there is to the Ann Demeulemeester aesthetic. Setting the scene without any needs for decoration. As much as I wanted the event to be held in London to help spread awareness to the brand, I feel that actually if you know Ann Demeulemeester then you get it. Like the majority of these anti - fashion brands, they create a cult as such, a following worldwide that brings people together and generates a deeper understanding, it is more than just clothing.
Activity number 1 - ceramics
I wanted to incorporate ceramics within my event, since Ann Demeulemeester now works with Serax. Here I have designed two versions of a jewellery bowl that attendees are able to create, we have a softer one with a feather or a darker more gothic one with the skull…
Activity number 2 - jewellery making
The jewellery bowls will come in handy for the second part of the event which is creating a feather necklace. You can choose from a black velvet chain or a oxidised diamond-cut chain, which captures both the romantic and darker sides of the Ann Demeulemeester brand. These workshops tap into the brands DNA and feel to me the most inclusive and enjoyable.
Extra details
In separate rooms you have the workshops going on, in the centre there is going to be Patti Smith performing and Nick Knight photographing the event. Ideally Ann herself would be giving the ceramics workshop and helping with that.
Nick Knight
Nick Knight is one of the best known British fashion photographer’s. Nick is also the founder and director of SHOWstudio.com and an honorary professor at UAL. Nick has written books alongside creating an impressive portfolio of work with top players within the industry. I chose Nick as I feel he would fit the job perfectly, I first came across his work for his shoots with Alexander McQueen when he was initially starting out. His images are exquisite and of a very high quality, often shooting with a fisheye lens to create a distorted and conceptual result. He is incredibly knowledgable when it comes to the fashion world and his images are unmatched in my opinion. He has been known to shoot Ann Demeulemeester in the past, for example his cover story of Björk with Katy England for AnOther Magazine S/S 16.
Top: Ann Demeulemeester in collaboration with Kate MccGwire; Dress: Ann Demeulemeester; Leggings: Gareth Pugh; Earring: Maison Margiela; Face Applications: Peter Philips for Dior
Invite examples
Spring Summer 1988 Ann Demeulemeester invite.
Autumn Winter 2013 - 14 Ann Demeulemeester invite.
From these two invite examples I feel my invitation needs to be very simplistic and monochromatic.
Number of people
Competition?
Fans or new potential customers?
Live stream?
Where will it be advertised?
I think 100-150 is a good number to aim for, the location has a big capacity, but if people are making ceramics that obviously takes up space. I want it to be a competition, so this way anyone can submit a photo of them wearing Ann Demeulemeester (archive or present pieces). Submitting the photo to Instagram with the hashtag #ANNDEMEULEMEESTERMYWAY
This way it will help create and build on brand awareness, making it appear more current and up to date. I don’t feel the brand would ever bother doing something like this as they don’t rely on heavy advertising, but it would help people from around the world come together that are true fans. This is when Instagram can actually prove to be a great and helpful form of Social Media. As the event will be held in Antwerp that will also help build on the brand‘s notability, as majority of the customers are Europe based it is the centre of edgy fashion. I am not going to livestream the event as this to me seems a bit tacky you could say, being advertised by Social Media is enough already!
Important info
Dress code - black and white only (paying tribute to some of Ann’s personal earlier work that was for the most part black and white.
Date - Monday 31st October 2022. Halloween seems fitting, that ties in with the darker aesthetic of Ann Demeulemeester.
Time - 2pm - 5pm. I am not doing food so the afternoon works well.
Competition advertisement
Here is my mockup of the competition poster that I will share on Ann Demulemeester’s website and Instagram. I kept it simple and straight to the point, which I feel is the best way to represent the brand. It is refined, sophisticated not overly loud and in your face.
Website advertisement mockup
Instagram advertisement mockup
Official invitations for the winners
Here is the official invitation given to the 100 - 150 winners. Ideally Ann Demeulemeester herself would be able to select the best looks. Then these invitations would be sent to each individual with a exclusive T-shirt to wear to the event.
T-shirt inspiration Spring 1998 Ready-to-Wear
Probably one of the most infamous Ann Demeulemeester pieces has to be the Holy t-shirt. This t-shirt first came about in Ann Demeulemeester’s Spring 1998 show, adorned by both men and women. Since the late 90’s it has been reimagined and recreated with many different words and slogans.
T-shirt design
Mock up of the T-shirts the winners will receive alongside their invitations. Free of charge, as you will have to be a genuine fan (owning Ann Demeulemeester pieces) to get hold of an invitation. I wanted to celebrate the year Ann Demeulemeester all started, 1985, one of the original designs of this time was the iconic vests with slogans such as ‘Holy‘ on them. Since the event is being held on Halloween, a matte black skull seemed the most fitting adornment for the t-shirts.
Visualisation
Main haul
Patti Smith performing at the front, space for people to mingle and dance.
Ceramics room
Featuring a pottery wheel, kiln, candles and shelves to dry your creations.
Jewellery making room
Steel table and chairs with different chains and choices of feathers.
R&R room
When things perhaps get a bit much for Ann or Patti they can retreat for a break.
Conclusion
To conclude, this Ann Demeulemeester project has been thoroughly interesting from start to finish. I have built up an ever greater knowledge of the brand, which I have adored ever since I saw their leather riding boots years ago. It has been fascinating following through from the previous marketing project about the Ann Demeulemeester brand, to then have full control of planning an event. It has allowed me to research into some of history’s big names such as Patti Smith and Robert Mapplethorpe picking through their stellar careers and their influences on Ann Demeulemeester. I only wish this event could actually happen! I am happy with the outcomes and looking forward to visiting Antwerp sometime soon.
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