When faced with a knowledgeable (and busy) audience of editors, it’s 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 product’s tagline, “It’s about time.” The company’s 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 Technology’s Reeves Great Hall, and about 80 turned up for the cocktail party in the same space that evening.
—Anna Sekula
Posted 04.09.07
Photos: BizBash
—Anna Sekula
Posted 04.09.07
Photos: BizBash