MQ / Guldknappen 2015

The Mission:

To create and execute two creative concepts for MQ’s sponsorship showcase area at Swedish fashion award Damernas Världs Guldknappen’s readers event and VIP gala, combined with an in-store event in MQ’s flagship store in Sturegallerian.

The Idea:

Development of customized set design and guest activation in the form of a competition where guests could win a fashion trip to cities selected by Damernas Värld’s profiles. At the VIP gala, red carpet interview sessions about upcoming trends were hosted by TV4 profile Niklas Berglind and taped for MQ’s digital channels. Meantime, loyal customers were treated with a sneak peek of the winning collection, drinks and hors-d’ouvres at MQ’s flagship store.

The Result:

An enjoyable and attractive MQ space that became a popular lounge during the two gala events, both for readers and VIPs. The evening also resulted in great content for MQ’s digital channels as well as inspiration and communication towards MQ’s existing fanbase.