DIESEL | PRONOUNCE: LAUNCH EXPERIENCE

TitleDIESEL | PRONOUNCE: LAUNCH EXPERIENCE
BrandOTB GROUP
Product / ServiceLAUNCH OF DIESEL’S PRONOUNCE COLLECTION
CategoryC03. Exhibitions / Installations
EntrantMEDIAMONKS Shanghai, CHINA
Idea Creation MEDIAMONKS Shanghai, CHINA

Credits

Name Company Position
Brandon Tucs MediaMonks Creative Director
Alice Andersen MediaMonks Senior Project Manager
Diana Andrasi MediaMonks Experiential Designer
Johan Holwerda MediaMonks 3D Developer
Marula Vazquez MediaMonks Experiential Creative Director
Michiel Schellekens MediaMonks Animator
Niccolo Gorfer MediaMonks Senior Designer
Patrick Brem MediaMonks Animator
Ramzi Chabaane MediaMonks Head of Business
Ron Lee MediaMonks Technical Director
Sherin Jonker MediaMonks Video Editor
Sophie Smolders MediaMonks Animation Producer
Tianwei Wang MediaMonks Senior Producer
Yan Jamacaru MediaMonks Motion Designer

Why is this work relevant for Brand Experience & Activation?

This immersive experience marked the first brand presence for the collaboration between Diesel and Pronounce as they launched their new collection. The experiential exhibition featured unique artistic installations that awed guests and elevated the clothing collection to new heights, increasing the appeal of both the collection and the two brands. The experience also served as a significant milestone for Diesel—the Italian brand known for its heritage and craftsmanship—to establish itself as a true nurturer of Chinese fashion.

Background

Diesel approached us to create an experience to launch its first collaboration with Chinese designer duo Pronounce. For the global unveiling of this Diesel–Pronounce collection in Shanghai, we got the rare opportunity to produce an immersive in-person event in October 2020. Safely produced and spectacular to behold, we transformed an empty 700m² basement into a high-end exhibition that celebrated the fusion of Chinese fashion and Italian craftsmanship. Centered around displaying the new collection, we elevated the whole visitor experience from the concept and art direction to the lighting and music.

Describe the creative idea (20% of vote)

The Diesel-Pronounce collaborative collection was the merging of two unique fashion worlds—the East meeting the West to create something truly spectacular. So, the launch of such a collection should be equally enthralling. Rather than just a simple collection launch, we created an immersive experience that awed our audience and took them on a visual and emotive journey. Alongside displaying the clothes, we created immersive installations that incorporated a seamless visual narrative that captivated minds and smartphones alike. This narrative represented the amalgamation of the two unique brands and was visually expressed through watermarks, flowing patterns and a sense of fluidity—present in the lighting, music, decoration and stunning installations.

Describe the strategy (20% of vote)

Diesel is a global fashion brand with a long history, while Pronounce is a fresh and budding Chinese brand that's still relatively small. The collaboration of these two brands was really something special which deserved an experiential event that highlighted this unique merging. The exhibition displayed immersive installations that awed our guests, but at the same time showcased the collection in the way it deserved. We gave the designers their space to shine and elevated the collection to a whole new level, increasing its appeal and what it represented. This unique event also aimed to capture the imagination and attention of its guests—the younger demographic who seek new experiences and shareable moments. From the immersive space design to the hidden and unexpected world, this visually stunning experience provided a photo opportunity at every corner.

Describe the execution (30% of vote)

This ambitious and high-end exhibition had a production time of only 4 weeks, with us handling every aspect from space design, content creation and software development to fabrication and construction. The exhibition was held for 10 days, with a large opening party on the first day before being free and open to the public for the rest of the duration. We transformed a 700m² empty basement into a whole new, immersive world that displayed the new clothing collection alongside stunning visuals and unique installations crafted with code. This included a real-time projection onto a 50m² V shaped structure. Guests could peek their heads through a small opening and see beautiful visuals of the Diesel and Pronounce worlds merging together in an ever-changing experience. The showcase also included other installations such as a labyrinth of drapes which displayed fluid projections and a mood film—creating the illusion of an indoor waterfall.

List the results (30% of vote)

The experience was a huge success that thousands got to see and enjoy. The exhibition welcomed over 5000 visitors including consumers and influencers alike. We observed hundreds of guests posting about the exhibition on their WeChat, Weibo, Little Red Book, and other social media channels, totaling to over 7384 comments, likes, and shares combined. The article reporting on the exhibition from Diesel scored over 13,000 views on WeChat.