When faced with a knowledgeable (and busy) audience of editors, itâs important for product showcases to be brief and interesting, but also informative and meaningful to the brand and product. For 123-year-old home-appliances manufacturer Rowenta, the launch for its new pressure iron and steamer needed to communicate the advancements made in the technology of irons while correlating to the productâs tagline, âItâs about time.â The companyâs marketing department worked with Cogent Public Relations and event design firm JesGordon/ProperFun to convey this visually through a series of playful vignettes.Five free-standing sets designed to represent different time periods, starting in the late 19th century and culminating with the 21st century (and, of course, the new product), highlighted the development and technological changes of irons as home appliances, and signs posted at each area detailed major events in the history of garment care. Approximately 25 editors attended scheduled appointments during the day on Wednesday, April 4, touring the setup at the Fashion Institute of Technologyâs Reeves Great Hall, and about 80 turned up for the cocktail party in the same space that evening.
âAnna Sekula
Posted 04.09.07
Photos: BizBash
âAnna Sekula
Posted 04.09.07
Photos: BizBash
Rowentaâs visual displays of its history helped educate guests and show off the products in a playful manner.The new DG5030 pressure iron and steamers (with cords attached) intertwined around the last vignetteâs frame made for a slightly edgier display.
The first setting featured coal on the floor, long linens draped over wooden rods, and old irons that reminded guests of Rowentaâs origins in Germany in 1884, and a time without electric appliances.
A fun, stripy pattern covered the second vignette, which represented development between 1909 and 1940. Each mannequin signified a change in fashion, with a different dress silhouette.
Although more spare than the others, the little booth featuring the progress made from 1949 to 1969 drew attention with bright fabrics and fog machines (discreetly placed beneath the two ironing boards at the front).
A disco ball, purple lighting, and contemporary clothing made a bold statement for the transition from 1979 to 2000.
The visuals included playful details like mannequin hands and hot plates (the metal underside of irons).
A stark white modern tableau marked the 21st century and showcased the newest item.
Product demonstrations took place throughout the day and continued into the evening while guests socialized at the cocktail party.
