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Net-a-porter POP UP SHOP ART BASEL | MIAMI BEACH DECEMBER 2012


“We owe it to our consumer to

offer her various options for how she wants to shop, we shouldn’t impose rules on her.

” -Natalie Massenet, founder

net-a-porter


Net-a-porter Background, “The Innovators” 1 Target Consumer, “ The Net-a-porter Women” 5

Art Basel Introduction, “The Perfect Match” 7 Product Offering 9 Pop-Up Shop Concept, “The Masters” 11 Product descriptions, “The Gallery Shop” 13 The Collection, “Damien Hirst for Thakoon” 15

International Child Art Foundation, “The Art of Giving Back”

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Product Hang Tags 18 Location 19

Zadok Gallery, “The Space” 21 Retail and Event Floor Plan 23 Interior Inspiration, “Modern Parisian” 25 Tech, “The Essential: Technology” 27

Table of Contents

Promotional Plan 29 Mock Advertisements, “Ad Placement” 32 Mock Net-A-Porter Digital Magazine Spread 33 iPhone and iPad App, “The Gallery Shop” 37

Internet Exclusive Website, “The Web” 39 Media Sharing, “Social Media” 40 Acknowledgments 41


THE INNOVATORS

Never alienates the consumer by providing 24/7 customer support, offering size and fit advice, detailed product information, and assistance with placing an order.

Since being founded in 2000 Net-a-porter has become the leading online merchant for luxury fashion apparel and accessories. Digital magazine viewed by over 2.5 million monthly. Utilize social media with a large following of 713,913 Facebook fans and 256,782 Twitter followers.

The Ultimate Pop-Up Shop Previous pop up shop success from Fashion’s night out and an exclusive line from Karl Lagerfeld, using innovative technology through an Augmented Reality shopping experience; when directing ipad towards the product, a video appears with the garment on the runway along with product information and ability to purchase immediately.

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Global marketplace With same day shipping in London and Manhattan and express shipping worldwide. This includes 2 day shipping to Asia.

First to have digital magazine app & first retailer to have shopping app. This innovation led to 18% sales from Iphone and IPad apps.

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er

onsum

C Target Target Consumer


THE NET-A-PORTER WOMEN

99% Women Average age of 35 years old

Average income of $330,000 Time-poor & Cash-rich with an amazing job. A new market has been created where women are in control and sophisticated about their decisions. She is a woman who values style, fitness, mind, body, beauty, travel, and luxury as a part of her ever changing and busy lifestyle. She is tech savvy and indulges in convenience without budging for quality, 5

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often taking advantage of Neta-porter’s same day delivery in Manhattan and London. This tech savvy customer base, has made social media essential, where she follows the latest trends while also setting her own. She appreiciates and even collects art making her the ideal customer for Art Basel.

19% CEOs Typical purchase of over $1,000

This fashion-crazed customer considers Net-a-porter as her go-to for shopping as it has never let her down and constantly evolves to fit her needs. ART BASEL MIAMI 2012

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THE PERFECT MATCH

In the KNOW for ART BASEL MIAMI BEACH Miami’s population is approximately 5 million, making it the 5th largest urban area in the United States. An estimated amount of 50,000 visitors for 2012’s Miami Art Basel. Their core attendees are individuals who acquire expensive art and have a sizable income. The average attendee makes an older age of 45- 50 years old, who can afford the luxury of art as well as truly appreciate it. The works on display are Modern Contemporary Art from the 1900’s- 2000’s. Art Basel has never had an apparel pop- up shop.

Art Basel utilizes technology through mobile and iPad apps as well as virtual tours.

When Miami met Net-a-porter it was LOVE at first sight. Art Basel Miami hosts 260 of the leading galleries from North America, Europe, Latin America, Asia and Africa; therefore attracting women around the world from avid art collectors to successful women within industries such as fashion, film, music, and of course art. These women are powerful and have a taste for luxury that coincides perfectly with Net-a-porter’s product offerings. This creates the perfect setting for a successful and desired Pop-Up Shop during the event. And this time, we are bringing the shopping to Miami, in a gallery inspired set up.

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Selected areas will host works from emerging talented artists, new artworks, public art projects, performances, video and sound art. An astonishing number of over 2,000 international artists will exhibit their work, including well versed as well as some newcomers.

The largest museum on earth of Modern art for that week. -Bob Goodman, PR for Miami Art Basel ART BASEL MIAMI 2012

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THE PRODUCT OFFERING


IN A SEA OF PRINTS, WE HAVE COMBINED

The MASTERS

Worldwide artist Damien Hirst, meet coveted print genius, Thakoon Panichgul. Together they created a Net-a-porter exclusive collection, for what else but Miami’s Art Basel. Thakoon Panichgul was the CFDA award winner in 2006, just two years after presenting his first ready-to-wear collection. Panichgul is fascinated by innovative construction and quirky prints. With the harmony of Hirst’s paintings, and Thakoon’s love of prints this collaboration will be perfect for the resort season, just in time for Miami’s Art Basel. The collection will include clothing items such as dresses, skirts, tops, pants, shorts, and swimwear. Considering Thakoon has never before designed swimwear, this will add an excess of exclusivity.

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Damien Hirst came upon the art scene in the late 1980s, where he has created works through various medias including installations, sculpture, painting and drawings. His constant theme explores the relationship between art, life and death. Hirst pushes society’s beliefs to the limit with his curiosities of our existence as humans. He has described his work as, “Art’s about life and it can’t really be about anything else … there isn’t anything else.” His most recognizable works include his prolific spot paintings, what he described as “pinning down the joy of color.” However, his enthralling kaleidoscope paintings have truly captured a beautiful while almost over powering feeling. These translate perfectly into prints for aweinspiring garments, which can most certainly be called walking art.

“I really like making them. And I really like the machine, and I really like the movement. Every time they’re finished, I’m desperate to do another one.”

-Damien Hirst, on creating his kaleidoscope paintings

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Organic Cotton Canvas Tote This item comes free with any purchase of the collection and can be bought separately for $40.

Each accessory will be available in various prints.

DAMIEN HIRST for THAKOON

MIAMI ART BASEL

Pop Up

“ The Gallery Shop” The exclusive Damien Hirst for Thakoon collection will be composed of dresses, skirts, tops, pants, and swimwear. Special items include a printed leather vest and jacket. Each being light weight for the resort collection, customer, and location. On top of the collection we will also have a small offering of lower price point items. To keep up with the technological aspect that Net-a-porter prides itself on, we are going to have technology accessories such as iPad sleeves, and iPhone cases. A fashionable and eco friendly tote bag will be given complimentary with any purchase of the collection, and sold as a lower price point to others who did not buy an item. However there will also be a printed leather tote as a luxury option. These accessories will be designed with the kaleidoscope prints, to be cohesive with the rest of the collection. These items will be placed strategically throughout the store. Also it can act as a souvenir for consumers that can’t afford the collection pieces. Leather Printed Tote, $1,175

Printed Leather Notebook, $80

iPhone Cases, $75 each

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The Gallery Shop Presents, DAMIEN HIRST for THAKOON

Presented as separate items.

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The Art of Giving Back

Hang Tags

DAMIEN HIRST for THAKOON $850

Attached to each item for purchase.

INTERNATIONAL CHILD ART FOUNDATION

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The price point will coincide with that of the Thakoon brand, as well as Net-a-porter. The collection price range will start at $400 and round out at around $1,000. The tech accessories will range from $75-$150. A total 35% of each purchase will be donated to the International Child Art Foundation (ICAF). The ICAF will respond well with our Art Basel customers who have a clear appreciation for art. ICAF’s mission is “To employ the power of arts for the development of creativity and empathy key attributes of successful learners and leaders.” This foundation also has a Healing Art Program that helps victims of natural disasters or other traumatic experiences. ICAF has a worldwide presence, similar to Net-A-Porter and Art Basel. This philanthropic promotion relates back to the consumer’s beliefs and values, making it a success and motivation to help.

XS

Printed Silk Pants

Product tag illustrating the price, size, garment type, and barcode. The print represents the collection.

Product tag illustrating ICAF with the logo. The back side includes a Damien Hirst original painting, “All you need is love”. ART BASEL MIAMI 2012

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Location


THE

SPACE

Zadok Gallery is located in the heart of Miami’s Wynwood arts district. A previous forgotten area of abandoned factories and warehouses has turned into the Wynwood arts district, which now hosts over 50 art galleries, 4 museums and major collections, various artist studios, and events. The building is centrally located less than a half- mile from Interstate 95 and 15 minutes from major areas in South Miami such as South Beach, Miami International Airport, Aventura, and the Design District. This gallery location is easy to navigate as it is right off the main highway. The surrounding women’s apparel retail sales volume is responsible for generating $12,281,398 in a one- mile radius and $70,888,703 in a three- mile radius. This will attract not only Art Basel visitors but also locals to The Gallery shop for a unique shopping experience.

Zadok Gallery 2534 N. Miami Ave, Miami FL

Known for their attention to detail and high level of customer service, the gallery’s professionals collaborate with top curators, the art community, as well as charitable and cultural organizations for exhibitions, themed collections and special events. -SoulofMiami.org

Ten-minute shuttle ride to transport guests from the Convention Center, where the main event is held, to the Wynwood art district for various Art Basel satellite events. Zadok gallery fits approximately 940 persons, has 12,000 sq ft of exhibition space on two levels, and has six gallery spaces available.

Each room has its own unique style and each ranges in different sizes and floor layouts.

Private parking lot along with a private loading dock and elevator for easy transport and unloading of artwork and merchandise. There is also complimentary wireless Internet for all shoppers and employees.

Valet and additional security available.

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Retail Floor Plan

RETAIL FLOOR The retail space on the second floor for The Gallery Shop..

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Gallery Floor Plan

Sofa and side table

Clothing rack

High top cocktail tables

Balcony railing

Accessory display table

Refreshments table

GALLERY SPACE

Wrap stand with iPad check out

Entry room under the balcony of the retail floor where guests will gather for a glass of bubbly and a small bite while viewing Damien Hirst paintings.

Three way mirror

Damien Hirst Kaleidoscope painting

DJ’s table, only for opening night

Stool

Space divider

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Interior Inspiration Modern Parisian Touching on Baroque influences, the retail space will remain with a classic yet modern feel. The furniture will embody the luxurious and lavish French style with an updated twist as shown with the seating. The wall dividers will also be intricately made with a peek-a-boo lace effect in a kaleidoscope pattern. The clean white color palette will allow the Damien Hirst paintings and the collection pieces to fully take center stage. The fixtures, shown on the left, represent a women’s “dream closet”, allowing the shopper to feel comfortable yet inspired.

“Dream closet meets lavish Baroque with a modern twist.”

The Macaron display will be inspired by Damien Hirst’s spot paintings. It will serve as a treat for the guests as well as a type of installation art.

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The Gallery Shop

The Essential: Technology

The design of the store layout will be gallery inspired due to the collection’s collaboration and location of the pop up shop. Following the theme of the photo to the left, the garments from the collection will be on display near the Damien Hirst painting that it was inspired by. The apparel will reflect a piece of artwork in itself along with the actual piece. The walls will be kept minimal to focus all attention on the art and collection. The shopping area will be mixed throughout while following the inspiration shown on the previous pages.

Taking a cue from the Net-a-porter customer, technology will play a major role within The Gallery Shop.

Virtual Shopping meets Reality

Payments performed by,

Lighting The lighting will also reflect a modern and sophisticated approach to classic French style. With a non-traditional approach to a chandelier and beaded floor lamp, these pieces will create mood lighting and be used for details amongst the store design. However there will be lighting from the gallery to properly display the works of art and collection.

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This wall sized tablet includes the ultimate shopping experience by combining technology and customer service, which Net-aporter has been made famous for. This digital wall scans the customer’s body, opting for a virtual try on. After browsing through various looks the customer can take a photo to post onto Net-a-porter’s live feed for Facebook, Twitter, and Instagram allowing them to instantly receive feedback or to simply spread their excitement! The scan also takes measurements, therefore if a garment does not perfectly fit, an on-site seamstress will tailor it to the customer’s preferred needs. The customer can then choose to pick up the item or have it shipped directly.

Equipped with the ability to swipe all major credit cards right from the attachment to the iPhone and iPad, this will be the only way to accept card payments. Cash will also be accepted and processed through the iPad given to each sales associate. Customers also have the option to pay with Sqauare by downloading the app. They can link their credit card to the app and open a tab once they walk into the store. Their name and photo will then appear on the program for the sales associate and the sale will be confirmed, without ever opening or touching their wallet. This brings a technological touch of convenience and customer service Net-aporter is known for. ART BASEL MIAMI 2012

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Promotional Plan


The clothing featured within the mock ads will be replaced with collection pieces for public viewing.

NET-A-PORTER The Gallery Shop Celebrate the release of our EXCLUSIVE collection of Damien Hirst for Thakoon. This December available only at Miami’s Art Basel. And this time, we are bringing the shopping experience to you in expe gallery form.

ART BASEL MIAMI BEACH 6-9 | DEC | 12

Where: Zadok Gallery 2534 N. Miami Ave Miami, Fl 33127 When: 8pm, December 6, 2012

35% OF THE PROCEEDS DONATED INTERNATIONAL CHILD ART FOUNDATION

AD PLACEMENT

NET-A-PORTER EXCLUSIVE COLLECTION

-DAMIEN HIRST FOR THAKOONAVAILABLE THIS DECEMBER ONLY AT MIAMI’S ART BASEL 35% OF THE PROCEEDS DONATED INTERNATIONAL CHILD ART FOUNDATION

Above is a mock post card invite for all VIP guests to the opening night of the pop up store. It will arrive via standard mail packaged inside a Net-a-porter envelope with ribbon. It will also be sent out via email to non-mail subscribers. The left Page represents a mock ad for the event to be placed within Net-a-porter’s digital magazine, subscriber’s emails, as well as major fashion magazines worldwide for the months of October and November. Each includes a QR code that directs the smart phone to the Net-a-porter pop up shop app and website. The following two pages represent spreads to be featured within the Net-a-porter digital magazine two weeks before Art Basel illustrating the “must haves” for the events. ART BASEL MIAMI 2012

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The most coveted Miami essentials that are sure to have you ready for anything.

Ultimate Guide for Miami’s Art Basel 33

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THE BREAKDOWN PRINTS TAKE THE LEAD

A

rt inspired pieces with a nod to tropical prints create the perfect go-to outfits for your weekend in Miami. Paired with classic pieces such as a pleated skirt or simplistic heels, you are sure to make a statement while maintaining a balanced look.

Clockwise from left: bathingsuit, Herve Leger; bathing suit, Zimmerman; towel, Missoni

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Gallery Hopping & Lunch

Sunrise at the Beach

Daily Essentials What to wear for any time or any event at Art Basel.

Top. Helmut Lang; shorts, Prabal Gurung; Pants, Derek Lam; shoes, Michael Kors

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The Opening Night

Make a statement in a cutout top with a pleated skirt to combine the perfect amount of eye-catching shapes and feminine silhouettes.

Top,Roland Mouret.; skirt, Chloe; shoes, Maison Martin Margiela; earrings, Dolce and Gabanna

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Above: Dress by newcomer to the fashion world, Katherine Owen who is making her mark in the industry with her debut line of ultra feminine and edgy designs. ART BASEL MIAMI 2012 NET-A-PORTER

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iPhone & iPad APP The Gallery Shop ANET- TER R O P

WHERE TO DOWNLOAD Qr codes on the advertisements Art Basel app The App Store Net-a-porter.com

The APP A brief bio will be included on Thakoon and Damien Hirst to inform shoppers. Directions from Art Basel at the Miami Convention Center to the Zadok Gallery. A brief look on the products including the collection and accessories.

THE INSIDE SCOOP

The app will feature a “Sneak Peek” section to preview a selection of the collection and accessory pieces.

Chances to Win

Information on the International Child Art Foundation (ICAF) with a chance to donate extra.

Customers have the option to donate extra to the International Child Art Foundation (ICAF) through The Gallery Shop App or during their shopping experience at the iPad bar. Once they donate, each customer is automatically entered to win a collection piece including the leather items.

The ablity to download the Pay with Square app to decrease the time of actual payment after shopping.

The first 50 to download the app will also win gift money to spend at the Pop Up Shop! Winners will notified by email and text.

Compatible with Droid technology. 37

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THE WEB www.Net-a-porter.com/artbasel All you need to know for The Gallery Shop.

SOCIAL MEDIA Gwen Gwen_S

#Artbasel_netaporter #Thakoon_Damienhirst #netaporterstyle During the event customers can use the above hashtags to identify their photos and social media updates. Customers can tweet and Instagram how they style their collection piece using #netaporterstyle. The best will win gift money to spend at Net-a-porter!

#netaporterstyle #Thakoon_damienhirst

Show us how you style your Damien Hirst for Thakoon piece by tweeting and instagraming us! #netaporterstyle

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Acknowledgments

Net-a-porter.com Damienhirst.com International Child Art Foundation Artbaselmiamibeach.com Garancedore.com Tumblr WGSN Style.com Bob Goodman, PR for Art Basel Miami Beach Katherine Owen Samantha Book Katie McKenzie Jessica Fox

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