- PR Alison Brod Public Relations
- Production MKG
- Scenic Fabrication Pink Sparrow
- Venue The Caldwell Factory
Search our directory
NEW YORK The temperatures in New York may have dropped abruptly in recent weeks, but that hasn't stopped brands from showing off their warm-weather wares. And on November 13, Old Navy hosted a press preview for its spring 2015 collection. Like the clothing on display, the scenery was designed to evoke more pleasant weather, with the brand opting for a road trip theme. “Our spring styles are inspired by the optimistic feeling of American road trips, and we had a lot of fun creating them,” said Jill Stanton, Old Navy's head of product design, in the look book.
To create the experience at Cedar Lake, Old Navy tapped experiential agency MKG, which in turn took its cues from the collection's inspiration. From a production standpoint, that meant turning clothing vignettes into what travelers would find at destinations and event activities as detours on the metaphoric trip. That concept was purposefully woven into the spatial flow, with the so-called detours interspersed between the product displays, allowing guests to pause for food or an activity after viewing a part of the collection.
However, with such a visual theme, the producers didn't rely on an extensive build out, choosing instead to create the idea of an Airstream trailer, for example, with an illustrated cutout. It was the team's subtle way of acknowledging the artificial and temporary quality of an editor event.