Known for developing award-winning, out-of-the-box advertising solutions that help brands engage with consumers where they live, work and play, Pearl Media recently worked with luxury goods and high fashion brand Bottega Veneta to devise a plan to bring the new Bottega Veneta: Men collection directly to fashion minded New Yorkers.
When the Italian fashion house wanted to project its new collection beyond the virtual runway, it turned to Pearl’s Marketing and Operation Teams to help deliver maximum impact, taking their creations off the small screen and placing them into the physical world in a larger than life-size display. The result was a colourful pop-up projection advertising program displayed at several locations around Manhattan during New York Fashion Week.
Josh Cohen, President/CEO of Pearl Media told us “Projection advertising is a large, hyper-targeted Digital Out-of-Home format that’s flexible and extremely valuable to brands. With full motion HD this eye-catching media allows brands to surprise, delight and engage with customers while producing thousands of impressions at multiple locations and markets simultaneously”.
Over the course of one night during Fashion Week, Pearl Media projected three separate pieces of Bottega Veneta-produced video content at locations targeting fashion forward customers in Chelsea, Soho and the West Village. The videos were excerpts from a larger piece by photographer and filmmaker Tyrone Lebon, who frequently collaborates with the design house, and Bottega Veneta Creative Director Daniel Lee which showcased UK based actors, entertainers and musicians clad head to toe in clothes from the new Bottega Veneta: Men collection. For the pop-up advertising program short videos featuring Irish actor Barry Keoghan, Swedish singer-songwriter Neneh Cherry and French-British rapper Octavian were projected against blank walls at each location for several hours.
For the Bottega projection Pearl Media used large venue laser projectors, deploying three teams for the multi-location program.