Client
David Jones Limited
Location
St Mary's Cathedral
Date
2019
Team
Brad Johnson, Brooke Rigby and Edward Yao
Collaborators
Events / CX — Runway
A bi-annual event, David Jones Fashion week brings together bloggers, editors, media outlets, fashion designers and celebrities from around the world to showcase the latest fashion collections for the season. With a star studded line up and one of the most sophisticated events on the Australian fashion calendar, David Jones launched their Autumn and Winter collection in front of Sydney's most iconic Cathedral, St Mary's Cathedral.
Our Mission
It needed to make a bold statement whilst encapsulating the elegance of runway. We wanted to create a one of a kind experience by heightening the perfect backdrop of St May's Cathedral and making it a runway to remember.
Our Challenge
We had to ensure that we captured the essence of the space and provide a solution that would not only enhance the experience but also fulfil the wants and needs of David Jones, the runway and comfortably house a large attendance for the event whilst also adhering to the rules and regulations of Council and the City of Sydney.
Crafting An Experience
With such a chic event, the experience needed to be clean, uncluttered and inviting, allowing it to embody the Cathedral, enhancing the atmosphere and placing focus on the runway. The solution had to reflect the elegance of fashion and capture the motion and energy of the runway whilst providing AV solutions that could cater for the changing conditions of the evening both inside and out.
Changing Runway
With 47 designers and 194 creations on show we presented forward our solution known informally as, the Slug. This 15 metre wide and 50 metre deep structure provided us with the flexibility to service the runway whilst also facilitating our creative requirements. It allowed us to reimagine runway and encapsulate the environment through transparency, not only enhancing the over arching St Mary's Cathedral, but also inviting the general public to take a peek inside.
