Myer made its return to the Melbourne Fashion Festival with a unique in-store concept which saw 30 models including ambassadors Jennifer Hawkins and Kris Smith, walk a 280 meter runway through the aisles of the Melbourne flagship store's main fashion floor in front of 350 seated guests, and another 400 standing.

Twice.

 

My role for this project was full end to end production and management, with no external agency engaged.

This included creation and management of the online ticketing solution, engagement and briefing of all back and front of house staff (including styling team and choreographer), casting, booking and management of all models, engagement and management of all infrastructure suppliers including AV and furniture.

I also chose to source a DJ to mix the show track live, and I stage managed this to match the brand exits throughout the shows.

 

With seating for both shows being ticketed, but the store open to the public, there were a number of issues to manage around congestion, safety and keeping customers clear of the runway during the show. 

This involved the development of several clear and efficient systems to ensure that customers were allocated seating sections upon booking their tickets, and that these sections were simple to find on the night.

As well as thorough briefings for the front of house and security teams to ensure they knew the signals that would be made ahead of each show, and the actions that would then need to be taken to ensure seats were filled and no one was on the runway when the show began.

This all ran perfectly on the night, with no incidents.

 

The full objectives of the event were met, with strong customer engagement, and sales well exceeding forecast for the duration of the event.