Zurich Tokyo: moustache and top hat for Glassy
The Zurich-Tokyo agency developed a comprehensive package for the Mercedes-Benz Fashion Days on behalf of Glassy. Visitors were able to have their photos taken in front of the photo wall, dressed in specially styled outfits.
Glassy, a newly launched online eyewear store, was presented to the public for the first time at the Mercedes Benz Fashion Days (MBFD). Its positioning in the fashion environment made this an obvious choice, as Zurich Tokyo writes in a press release. The agency developed a concept for a stand designed to encourage interaction with guests and to arouse interest in eyewear as a fashion accessory. In the VIP tent, glasses, top hats and moustaches were provided for visitors to style themselves à la Mr. Glassy and have their Polaroid taken. According to the agency, the stand was a crowd puller and there were often several guests and even celebrities waiting to get their hands on a Polaroid and immortalize themselves on the Glassy wall.
Especially for this event, ZürichTokio produced a print version of Glassymag to match the blog, for which authors such as Jeroen van Rooijen and illustrator Ata Bozaci could be won over. An advertisement was also designed especially for the MBFD. On Glassy.ch, the Polaroids from the evening before were shown daily and with "Mr. Glassyʼs Fashionreports", the MBFD was recapitulated through the eyes of a keen observer.
Responsible at Glassy: Peter Lüthi (CEO), Andreas Lüthi (Store Manager). Responsible at Zurich Tokyo: Daniel Donati (Creative Director), Mihaly Keserü (Graphics), Laura Donati (Consulting) & Nofri Gaillard (Consulting/Text), Viviane Gall (PR).
