SELFRIDGES' EMPORIO ARMANI AND BECKHAM BILLBOARD REVEAL

 

For over ten years Timebased have worked with Selfridges on a number of their key events including the Birmingham and Manchester Store Launches, a Christmas Helter Skelter installation, Brazil 40° event and the Oxford Street Festival for the London Oxford Street store.

"Simply the best creative and production agency we could wish for" SELFRIDGES

Read below to find out about the Emporio Armani and David Beckham Billboard Reveal that we recently produced for them.

Client Feedback:

“Thank you! What an amazing project to work together on. I was very pleased with all the effort and the attention to detail that Timebased gave this project. It was quite a feat to pull off and you and your team did it with great finesse. Thank you and we look forward to the next great big adventure together.” SELFRIDGES

Creative Event Brief:

As a leading London event management company, our task was to generate press and public interest for a new campaign at the UK’s most prestigious department store, Selfridges. The event was to tie in with their centenary celebrations. Another objective of the event was to highlight Emporio Armani as a major in-store brand through their long standing association with David Beckham.

Event Planning & Approach:

Our creative event planning skills came to the fore when generating media and public interest on the event day. This was achieved through limited advance press notification while a banner was rigged to allow for a dramatic reveal from the top of the Selfridges building covering the facade above the main entrance on Oxford Street. Initially the reveal banner stated ‘Welcome David Beckham, 11 June 09’ with Selfridges and Emporio Armani logos alongside. Sight lines were carefully considered in the positioning of the banners and stage so as to be visible to the crowd at street level. A stage positioned outside the main revolving doors of Selfridge’s store provided maximum visibility for Beckham’s appearance. On the day, traffic on Oxford Street was held for three minutes as the crowd gathered for the revelation of the campaign poster by David Beckham himself. Careful attention was paid to increase the brand exposure to the press photographers for the Selfridges and Armani brands. This was accomplished by having a tiled vinyl logo wall displaying the Selfridges and Armani logos as a backdrop to the stage. Once on stage Beckham was interviewed by TV presenter Gabby Logan. He then announced the dramatic appearance of the Emporio Armani campaign image of David Beckham on the store. The giant poster of David Beckham's naked torso was quickly revealed, much to the crowd’s delight.

Event Management Results:

As a corporate event management company, Timebased generated significant press interest for Selfridges’ David Beckham poster campaign. The opportunity to manage such an event in David Beckham’s home town and at the UK’s most prestigious department store was something which would be deemed a success for most event management companies. Selfridges were delighted with the event and attention that it drew to the store and a key in-store brand. Timebased received praise from both the Metropolitan Police and Westminster Council as event organisers and coordinators for our crowd management and event scheduling. The planning and management of an event of such a large scale was truly challenging, particularly with the frenzy synonymous with the Beckham brand.