Rather than simply presenting new merchandise in a minimalist fashion—sleek displays, PowerPoint presentations, and press kits in gift bags—Motorola’s holiday press preview gave editors a museumlike guided audio tour of
Milk Gallery, which the company transformed into an Ikea-like showroom. As guests entered, they received Motorola SD 4500 cell phones and headsets that explained and encouraged interaction with the products and their everyday applications. Motorola public relations manager Monica Rohleder and Hill & Knowlton's Christi Hardin dreamed up the concept—and hired Kenny Eggerl of KSE Productions to execute it.
The showroom featured a bedroom, a simulated outdoor area, an office, and a living room with sleek, modern furniture from DDC. The latest cell phones sat on Alu’s modular structures—large circular discs suspended from the ceiling. The Ojo, a two-way personal videophone, attracted the most attention with its LCD display and sleek design.
Two cars from Long Island-based Auto Sports were set up to show the newest Bluetooth-equipped devices. Sitting in the cars, people could envision themselves driving, thanks to a screen that simulated moving on a road. Similarly, a leisure area with a video screen displayed snowboarders and skiers to highlight the Oakley and Motorola alliance to sell Bluetooth-equipped sunglasses. (Lance Armstrong wore a pair in the last Tour de France to communicate with the rest of his team.)
Complementing Motorola’s easy-to-use and mobile products, Tentation’s selection of food included quick comfort nibbles and party favorites—pigs in blankets, mini burgers, and pecan-crusted chicken fingers. For dessert, guests were served warm chocolate chip cookies and Kahlua milkshakes.
—Alisandra Puliti
Related Stories
Motorola Launches Phones With Sleek, Chic Displays
Motorola Plugs Christmas Gifts
Shop Etc. Magazine Launch Offers Retail Therapy
CoverGirl Product Preview has Decade Decor
