ISSUE #72
JUNE 2019
RIMOWA
ALEX ISRAEL
EASY MAGAZINE ABOUT THE WORLDWIDE INNOVATIVE COMMUNICATION Direttore Responsabile Andrea Reina
Responsabile Digital Chiara Fornari
Responsabile Commerciale Gianluca Reina Filippo Richeri
Graphic Project Lorenzo Piccinini Graphic Designer Camilla Zanon Curci
Content Consultant Camilla Zanon Curci Costanza Cerchier FSB Pictures by Lodovico Colli di F.
Production Manager Antonella di Amario Special thanks to Chiara Capellini.
Issue 72 - Year 6 - 2019
ISSUE #72
CONTENTS
EVENTS
VIDEO
Christian Louboutin Vetements Heavensake Fine Wines & Food Fair
Paraic Mc Gloughlin FKA Twigs Gucci
CURIOSITY Ikea Burger King Magnum & Benef it Rimowa Swarovski DIGITAL Instagram D&Ad Festival Youtube Petz Commerce GREEN Corona Nars. Inc P rada WWF Matte P rojects The Lions
FSB GROUP Kiton Coin Excelsior Roger Vivier Stella McCartney Isabel Marant Douglas Carolina Her rera Sephora Marni Pomellato Nespresso Be Kind Douglas Burber r y Sapopa Juul Shwaz Miilano
JUNE
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EVENTS
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CHRISTIAN LOUBOUTIN
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Christian Louboutin, welcomed special guests to LoubiCircus in Paris, a one-night summer soiree in celebration of the men’s Spring/Summer 2020 collections debuted at Paris Fashion Week. Hosted at one of Mr. Louboutin’s favorite museums, Le Musée des Arts Forains, the event immersed attendees among exceptional art and objects from the 19th and 20th centuries. In this experiential setting, Louboutin reflected his passions through performances, spectacles and trapezes...
EVENTS P.4
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The LoubiCircus ––– Paris
VETEMENTS The McDonald’s Fashion Show ––– Paris
EVENTS P.5
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After teasing attendees with branded condom invites, Vetements took over an entire McDonald’s for this season’s preview, with models taking to the catwalk complete in themed attire. As is the norm for the game-changing designer, the collection threw out questions surrounding capitalism and its associated hierarchies, transforming pop-culture signifiers that are often disregarded in high fashion. This time, the focus was fast food, and the result was a feast for the eyes...
HEAVENSAKE
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After throwing a blow out party in Paris to create awareness around climate change, HEAVENSAKE continued its A Better High series, taking the event to the South of France. This time, the French-Japanese sake label was celebrating the launch of its latest all natural product offering, the Junmai 12, a sake with lower ABV levels than what’s typically offered...
EVENTS P.6
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A Rave in an Exclusive Villa ––– Monaco
FINE WINES & FOOD FAIR
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The Six-Day Event at Villa Vita ––– Portugal
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What with the delectable smells in the air and the stunning surrounds – the ultra-prestigious clifftop Algarve resort, Vila Vita Parc Resort & Spa – this biennial celebration of gastronomy is a veritable assault on the senses. This year’s Vila Vita Fine Wine & Food Fair will take place over nine days and will include themed dinners with Vila Vita Parc’s own culinary guru Hans Neuner...
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CURIOSITY
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IKEA
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Can You Recognize These Living Rooms?
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IKEA Perfectly Recreated Living Rooms From Popular TV Shows. The living room is where families watch TV, often shows whose main characters spend a lot of time in…living rooms. There’s a certain through the looking glass quality about sitting in your living room watching characters sitting in their own living room, and it’s one that IKEA is taking to the next level with a new photo project...
BURGER KING The Upside Down Whopper inspired by Stranger Things With the premiere of Stranger Things Season 3 just a few weeks away, Netflix and Burger King are teaming up for a fast food stunt that seems aimed at the die-hard fans, only: At 11 locations across the country, the chain is adding an “Upside Down Whopper” to the menu, which is literally just a Whopper served upside down...
MAGNUM & BENEFIT Magnum and Benefit teamed up for interactive pop-up ––– Shanghai CLICK TO VIEW
Magnum hosted a temporary beauty store in partnership with Benefit offering products and experiential activities to celebrate the launch of its new premium flavor range. Taking place at the Réel Mall in Shanghai the pop-up made use of augmented reality and an interactive LED wall to bring its “Release your Beast” theme to life. A lion, polar bear, leopard and tiger were viewable as 3D characters, which visitors could take pictures with in a photobooth and then share on social media...
CURIOSITY P.10
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RIMOWA
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With his much-anticipated collaboration with Rimowa launching June 13 (the brand’s signature aluminum suitcase revamped in a color palette inspired by the Californian sunset), multi-disciplinary Los Angeles–based contemporary artist Alex Israel unveiled his newest exhibition sponsored by the brand at the MAMO Arts Center in Marseille, France...
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Batman is in Town ––– Marseille
SWAROVSKI
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For the fifth consecutive year, Swarovski and Design Miami present the swarovski designers of the future award, and this year’s winners have been tasked with responding to specific briefs across three categories: architectural surfaces and building materials, home décor, and lighting. the award invites the winning creatives to use swarovski’s resources to develop a prototype that illustrates environmentally conscious design...
CURIOSITY P.12
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Swarovski Designers of the Future ––– Miami
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DIGITAL
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INSTAGRAM A Technicolor Glass Cabin for Instagram ––– Cannes Lions Latvian artist Germans Ermičs has created a technicolor pavilion for instagram that brings the social network’s rainbow gradient to life. The glass cabin is a collaboration between the two on the occasion of the cannes lions international festival of creativity...
DIGITAL P.14
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D & AD FESTIVAL A Magic Mural Viewed Through a “GIF-iti” App ––– London
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For the D&AD (Design and Art Direction) festival, recently held in London, Shutterstock commissioned muralist and pattern designer INSA (previously) to create an interactive artwork. When viewed through the graffiti artist’s “GIF-iti” app, the multi-part mural, titled “File Under:Unresolved” springs to life in a looping animation...
YOUTUBE AR Technology Experiences in YouTube
Now, brands and creators can make that experience even more personalized with an immersive branded experiences. Thanks to the AR Beauty Try-On, which lets viewers virtually try on makeup while following along with YouTube creators to get tips, product reviews, and more...
PETZ COMMERCE The Online Store Where Dogs Can Choose What They Want to Buy
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When it comes to pet marketing, brands have increasingly bypassed owners to go straight to the dogs (and cats). Whiskas created a radio station for felines, while more recently, Purina made outdoor ads that released pheromones triggering pooches to take a wee on them...
DIGITAL P.15
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GREEN
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CORONA Corona’s Stackable Six-Packs Eliminate the Need of Plastic Rings CLICK TO VIEW
Corona may have just made the traditional six-pack a thing of the past. In an effort to move away from plastic six-pack rings, Corona is testing out a new type of beer can. The new cans have threading at the top and bottom that allow them to be connected and stacked on top of each other, creating a long staff of Corona beers...
MARS INC.
The Grand Prix Lion ––– Cannes
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Cannes, France—Mars Inc. is taking home the Grand Prix Lion for the Sustainable Development Goals Lions for The Lion’s Share initiative with a campaign created by Clemenger BBDO Melbourne and Finch Melbourne...
GREEN P.17
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PRADA Prada Announces Goal to Only Use Recycled Nylon by 2021
Prada and nylon are two terms that have often been tied to one another within the fashion world, with the luxury house employing the material since 1984 throughout its range of nylon bags and a decade later with its unique take on sportswear. Now the Italian fashion group has announced plans to launch a collection of nylon bags made from recycled plastics...
WWF Your Plastic Diet CLICK TO VIEW
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A new campaign for the WWF created by Grey Malaysia called ‘Your Plastic Diet’ seeks to draw attention to the volume of plastic that gets inadvertently consumed by people. The campaign was based on a study called ‘No Plastic in Nature: Assessing Plastic Ingestion from Nature to People’, commissioned by the WWF and carried out by the University of Newcastle, Australia. It concluded that people consume over 250 grams of plastic a year...
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MATTE PROJECTS Introducing La Luna: a New Eco-Friendly Experience ––– New York
GREEN P.19
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Sustainability is becoming the new normal as consumer interest mounts, and MATTE PROJECTS’ eco-friendly La Luna Festival, held last weekend in New York City, is an excellent example of a brand committing to sustainability from a 360-degree perspective. MATTE Projects has solidified itself as one of New York’s premier cultural generators. From executing Equinox’s first major brand experience of 2019 to hosting Eric Emanuel’s adidas capsule collection launch, the collective has brought some of this year’s most stylish and cutting-edge experiences to life...
THE LIONS
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The Lions Celebrates World Oceans Day ––– New York
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Pollution may have ravaged the marine ecosystem, but World Oceans Day serves as a reminder that change is still possible. This weekend modeling agency The Lions celebrated that fact with a special event at Spring Place that brought out many of its biggest names. The evening benefited Whale and Dolphin Conservation, an organization dedicated to protecting animals from threats like commercial whaling and the destruction of their natural environment...
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VIDEO//CAMPAIGN
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PARAIC MC GLOUGHLIN Hidden Patterns
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Another dizzying video by Páraic Mc Gloughlin (previously) pairs shots of architecture and infrastructure with electronic music. Mc Gloughlin’s latest work is for the band Weval’s track “Someday,” and features the filmmaker’s signature fusion of geometric shapes found in historical domes, skyscraper facades, and farmland irrigation systems. The tightly edited video shows quickly-passing frames that shift in time with the music, visually quaking or smoothly transitioning depending on the percussive and melodic elements of the song. Macro shots of escalator stairs and grates are interspersed with far-away aerial views of landscapes and forests, for a fast-paced tour of the patterns around us, hidden in plain sight...
FKA TWIGS Cellophane
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VIDEO//CAMPAIGN P.23
FKA twigs is finally back. After four years without any solo material, the English singer artist shares a new single “Cellophane” alongside a dazzling visual. Watch that up above...
GUCCI The Performers
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VIDEO//CAMPAIGN P.24
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“The Performers”, a five-part film series created in collaboration with GQ. Documenting the pilgrimage of five influential men to unexpected places, each film reveals a personal source of inspiration that has shaped the protagonist’s spirit and vision...
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TAKE OFF PRODUCTION
KITON PILOT ROOM
A cocktail event with an innovative format that combined elements of art, design, fashion and music. The 150 guests discovered and celebrated the KNT brand, the new collection and the unconventional tailoring of the brand. FSB P.26
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Cocktail Event ––– Milan
COIN EXCELSIOR Coin Excelsior at Pitti Uomo ––– Florence
BELOW THE AIRLINE
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Coin Excelsior opened a pavilion at Pitti Uomo: a lounge area where buyers had the possibility to interact with the Department Store‘s brands. The area was elegant and sophisticated covered by velvet elements and plants.
ROGER VIVIER The Soirée Onirique Dinner ––– Milan
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A selection of 60 guests was invited to live the Soirée Onirique at Teatro Gerolamo and discover the Autumn-Winter 19-20 collection. Guests lived a metatheatrical interactive cabaret with an aesthetic that blinks to an ironic, surreal dream. Performers appeared like visions and entertained the audience through a unique dining experience.
STELLA MCCARTNEY We Are the Weather! ––– Milan
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The bucolic atmosphere, the floral apissière but also the musical performances at hip hop rhythm and the protests against climate change. All this is the world of Stella McCartney, who with her rebellious and independent spirit brings her vision of the cultural mix to Milan...
ISABEL MARANT FASTEN SEAT BELT PILOT ROOM
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Isabel is in Town ––– Milan
Isabel Marant gave her first Italian party during MFW. An engaging event that started in store with the collection presentation and continued at Palazzo Isimbardi with 500 guests to celebrate the brand in a Berber and partier atmosphere.
DOUGLAS BELOW THE AIRLINE
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Chiara Ferragni x Lancome ––– Rome
Douglas Rome held the official launch of Chiara Ferragni x Lancome make-up collection. A total pink Meet & Greet where Chiara Ferragni introduced her new make-up collection and met her fans, posing with them surrounded by decorative elements in line with the brand and the collection style.
CAROLINA HERRERA BELOW THE AIRLINE
Carolina Herrera launched the new feminine fragrance Good Girl, recreating the House of Herrera at Terrazza Duomo 21. Carolina Herrera and Louise Turner, the nose, introduced the new fragrance identity to the press and the Italian market. FSB P.31
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Good Girl ––– Milan
SEPHORA Beauty Buzz ––– Milan, Rome, Naples & Riccione
BELOW THE AIRLINE
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A five-date experience for Beauty Buzz, the Sephora in-store activation to celebrate the best seller products. The brand recruited its target through a drive to store connected to social channels. In-store people discovered an instagrammable product set up, an area to try the products and a social media consultant to help people to improve their poses in a customized backdrop.
MARNI FASTEN SEAT BELT PILOT ROOM
A Portrait Experience took place at Marni store in Florence. A selected artist created illustrations to all the guests who wore a total Marni look. The artist also decorated live the store windows creating a unique environment. The aim was to activate the boutique, raising brand awareness and store visibility.
POMELLATO Pomellato Balera ––– Zurich
FASTEN SEAT BELT
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Pomellato celebrated the joy of movement, the dance instinct that unites every human being with a unique cocktail event: the atmosphere of a traditional Italian “Balera” was the stage where guests experienced the concept “Milanese by Pomellato” in an exclusive Zurich rooftop.
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Portrait Experience ––– Florence
NESPRESSO BELOW THE AIRLINE
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NespressoMomento ––– Milan
Nespresso presents NespressoMomento, an exclusive ecosystem to introduce two new coffee machines dedicated to offices. The event hosted a Talk with the architect Stefano Boeri, the sociologist Francesco Morace, Anna Piacentini from People 3.0 and the interactive responsible Accenture Max Cremonini.
BE KIND BELOW THE AIRLINE
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The Brand Italian Launch ––– Milan
For the brand Italian launch, Be Kind introduced Be Kind Bar at Gae Aulenti Pandenenus: a selection of 15 Local Hero and ambassadors had a brunch that aimed at introducing them the brand DNA. In the afternoon, a gaming challenge took place; the goal was to share kindness raising visibility to the brand values. The day ended with an Aperitivo and a DJ Set.
DOUGLAS BELOW THE AIRLINE
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Jessica Alba’s Honest Beauty ––– Rome & Bologna
Jessica Alba presented her beauty collection, Honest Beauty at Bologna and Rome Douglas store. For the occasion, the stores were set up as an urban jungle. The special guest met her fans in a customized Honest Beauty Meet & Greet and posed with them surrounded by decorative elements in line with the collection style.
BURBERRY PILOT ROOM
A Cocktail in store to celebrate the new Monogram Collection. At the event participated 50 guests who wore a total Burberry monogram outfit and enjoyed the Montenapoleone store delight by a DJ set selected ad hoc for the occasion. FSB P.36
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The New Monogram Collection ––– Milan
SAPOPA Yoga by the Pool ––– Milan
PILOT ROOM
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An exclusive yoga class for a selection of guests to promote the activewear collection of the brand and enjoy a peaceful moment in an elegant location surrounded by nature.
JUUL BELOW THE AIRLINE
To enter the Florence market, Juul held an innovative Happy Hour at Il Locale. The brand introduced the playoff ‘make the switch’ through a countdown. At the end of the countdown, the switch happened: the party started, food and cocktails shifted from black to white and guests received a Juul to be personalized.
SHWAZ MILANO The Brand Launch ––– Milan
PILOT ROOM
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An exclusive dinner to promote the launch of a new bag brand: Shwaz Milano. Guests discovered the bag line through a unique setting in an intimate event for 20 selected guests at Il Salumaio di Montenapoleone in Via Santo Spirito.
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Make The Switch ––– Florence
NITEPEOPLE Selection - Testata registrata presso il Tribunale di Milano in data 20/07/2012 - Numero 324 Editore: FASTEN SEAT BELT SRL - Via Cappuccio 14 - 20123 Milan - www.fastenseatbelt.it - info@fastenseatbelt.it Stampa e-Karta S.r.l. - Via Torquato Tasso 14, 20131 Milano Le immagini contenute all’interno di questo magazine riguardano eventi o avvenimenti di carattere pubblico (art.97, legge 633-1941)
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