VANS
MASTERMIND WOLD
GUADALUPE
Project
Launch of the collection between Vans and the Japanese brand Mastermind, under the Vault by Vans division. To celebrate this launch, we prepared a unique experience, combining gastronomic and musical elements. The proposal was to offer guests a complete immersion in the collection's products, providing a sensorial experience that highlights the essence of the collaboration between the two brands. At an exclusive dinner for influencers and media partners, where guests were able to be the first to have contact with the collection, in addition to the production of exclusive items as part of the experience to surprise and delight, mixing the style and quality characteristic of Vans and of Mastermind together with local partner, Guadalupe Store.
Responsibilities
Strategic launch plan, project creation, choice of commercial partner, customer management, guest mailing, approval
Year
2023
To celebrate the exclusive launch of the Vans x Mastermind collection in Brazil. I mapped out the launch with one of Vans' key commercial and energy accounts to create a sensory experience involving food, fashion and music.
Purpose of generating energy, through a unique experience in a customized environment, full of friends, media partners, people connected to Guadalupe and Vans.
Much more than a mailing list of guests, we looked for people who were connected to the launch of the collection, with the Vans brand or with Guadalupe, thinking not only about the reach we would create, but with influential people in their communities or circles, whether small or large, but who were connected to art, fashion and music.
With the aim of following as closely as possible the Japanese DNA of Mastermind and its elements presented in this collection with Vans, we prepared a dinner at a Japanese restaurant in the city of São Paulo, setting up the place to not only accommodate the guests, but for the place to truly be a physical branch of the collection,
As the guests are the first to come into contact with the collection, we prepared a space for them to interact with the products, clothing, accessories and footwear.
To celebrate the exclusive launch of the Vans x Mastermind collection in Brazil. I mapped out the launch with one of Vans' key commercial and energy accounts to create a sensory experience involving food, fashion and music.
Purpose of generating energy, through a unique experience in a customized environment, full of friends, media partners, people connected to Guadalupe and Vans.
We wanted to not only give guests pieces from the collection as gifts, but also to allow them to take elements of that night back to their homes. Inspired by the campaign's mood, we developed personalized room diffusers, delivered in a wooden box with the logos of the brands involved, a pair of chopsticks also bearing the inscriptions of the latitude and longitude of Guadeloupe and Vans markings.
We also expanded the launch the following day into a physical Guide Shop experience and ambiance, for customers who went to the Guadalupe store, in the Bom Retiro neighborhood, on the day the collection was launched.
