marbet set the scene for “HOT TRENDS Xhibition 2017” for Maybelline New York

This innovative approach to the event was completely in line with the trend leadership claimed by Maybelline New York in the makeup show segment and will be retained in memory for a long time to come.

At Berliner Motorwerk, the international beauty brand Maybelline New York presented the 2017 HOT TRENDS before more than 850 guests during Berlin Fashion Week. As the leading agency at this event, marbet had many tasks, including supervising the entire show, exhibition, and press conference. The Düsseldorf team was commissioned to provide the full service package from the concept to the realisation.

A plethora of fashion and show business celebrities, including Franziska Knuppe, Bill Kaulitz, and Cathy Hummels, were all there to attend the Fashion Week highlight.

In a total multimedia experience, the guests could experience directly the exciting new looks. Projection areas extending over 300 m2 generated a unique audiovisual setting for the show and invited the guests to immerse themselves in the world of Maybelline New York.

Afterwards, the guests could scrutinise more closely the new looks at the HOT TRENDS Xhibition 2017. The aftershow party rocked to the music of a world acclaimed DJ who was already in the studio with Daft Punk and other top flight music acts.

Host Stefan Heidrich, General Manager of Maybelline New York in Germany, was thrilled: “Recent months have seen Maybelline New York focus more closely on trends: With over 230 novelties we’ll be presenting a veritable fireworks of innovations to our customers on the market and demonstrating at our show how these trends are translated into everyday wear.”

Melissa Meier, Brand Manager at Maybelline New York: “At this point I would like to thank marbet for their support in realising this great project! Maybelline HOT TRENDS Xhibition has really elevated our Maybelline show to the next level. We have received only encouraging feedback throughout. The press and bloggers were all more than thrilled by the innovative show concept, the show installations, and the following exhibition.

Direct product experience, diversity, emotional appeal, media impact – these are only a few of the key attributes that helped marbet pitch higher than four other agencies. Ingo Schwerdtfeger, marbet Managing Director: “We are particularly delighted that our pitch could present our ideas with such conviction against top flight agencies in the fashion and beauty sectors. Although a new sector to us, we could prove our expertise from the concept to the realisation.”

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