Faulhaber Communications PR and marketing agency in conversation about the creation of an innovative preview of Thomas Sabo’s Autumn/Winter 2017 collection at Berkeley Fieldhouse event venue Toronto.
When you first approached the product launch of Thomas Sabo in the Berkeley Fieldhouse what were the initial steps Faulhaber Communications took in shaping the event as a whole?
Initial steps included ideating and sourcing décor, floral, photography, and signage. We wanted luxurious decorative details such as royal colours (dark green, dark ruby, purple, and blue). It was a celebration of a changing season and we felt the aesthetic of the Berkeley Fieldhouse suited the theme, all the while being spacious enough to accommodate our guests.
How do you build the complete description and background of the product seamlessly into the launch so that the guests have the backstory and intentions of the new products?
The event was a preview of Thomas Sabo’s Autumn/Winter 2017 collection. We had the full collection beautifully displayed while the FAULHABER team walked guests through. Our intention was also to have the event aesthetic tie into the event theme. For example, one of the new collections is called “Together” and, to continue this idea into the overall design, guests were invited to sit for breakfast communally at a long harvest table.
What does the inclusion of an experiential activity of arranging dried flowers add to the event?
In addition to receiving personalized engraved bracelets, the pressed floral activation encouraged engagement and provided very photographable moments. The dried flowers were an activity which linked Thomas Sabo back to the Autumn/Winter theme and were a memorable custom take-away.
You have projections and ideas about a brand going into a product launch. How does having a launch with all its potential for interaction expand the brand and reveal new insights?
Launching a new collection allows guests to intimately engage with the brand, developing their relationship with the Thomas Sabo brand. When attendees have influence within the community, the brand relationship is further seeded to their following.
What was your favourite part of this launch?
Our favourite part of the launch event were the photo opportunities! The location perfect for capturing both intimate and playful moments, and the Berkeley Fieldhouse staircase provided the perfect fresh floral backdrop.
Photographer : Mauricio Jose Calero