PHOENIX
Phoe
Phoe
PRODUCT LAUNCH PARTY
Brief / Plan a launch event to generate buzz for Bape and Montblanc's collaborative line of accessories
Agency / Rise & Set
Brand / Bape X Montblanc
We took over a raw West Village venue to celebrate the launch of unique Bathing Ape(BAPE) X Montblanc collaboration. Graffiti artists created live art installations and BET award winner Lucky Daye headlined the entertainment. Catering was provided by Ghetto Gastro, and many influencers press from the fashion industry were invited to promote the line.
The decor was inspired by BAPEs streetwear roots, while remaining upscale to cater to Montblanc clientele. The rawness of exposed brick gave the space an industrial yet chic look, with splashes of neon and the collaboration pattern scattered around for playfulness and branding.
As with the interior design, the product displays had to incorporate the sensibilities of both brands in a unified manner as well. We pitched a hanging tire capsule design and also a neon wall with pedestal displays which ultimately won.
ENTRANCE
To maintain an exclusive aura, stemming from both streetwear and luxury philosophies, the entrance design was minimal. Using only black and white for Montblanc, the main reveal happened once the guests enter the space.
​
BAR
The Bape X Montblanc pattern is most integral part of this collaboration, which used for branding the bar. We wanted to play off the industrial vibe so brought in black stage trusses and lights for an intentionally unfinished look
​
ACTIVATION/PHOTO MOMENT
Some activations we proposed were a branded ball pit, a chair swing in a a fully patterned room, a giant LED screen with projections, and a branded vending machine that sold small items and snacks. Ultimately, the client decided upon a patterned room with flashing LED tube lights.
​
STAGE
Due to spacial limitations of the venue, the stage had to be more compact but still dynamic. We used neons as with the other areas and brought up the idea of stage trusses again or a more triangular stage for better audience engagement.
LOUNGE
Fitting with the upscale street aesthetic, we decided on black couches for Montblanc minimalism with a rectangular concrete table for a raw texture and impact. Tropical greenery and small florals provided pops of color.
​
By merging these two opposite brands in terms of design, we reached the target audience for this collaboration, in individual in a high position who strives to showcase their style but in a more subdued way.