Image Credit : Liz Sunshine
Project Overview
Mimco launched in Melbourne 20 years ago, growing to become one of Australia’s most renowned accessory labels.
We were tasked with creating a celebratory event for 300 guests, mixing media, fashion industry and VIP guests.
For the design, we were inspired by MIMCO’s signature style: a mix of Art Deco and disco decadence and a palette of glossy black with hints of gold. It was classic old Hollywood, Vanity Fair Oscars party-meets-Studio 54.
Project Commissioner
Project Creator
Team
Alex Zabotto-Bentley
Jenni Munster
Kimberley Stewart
Lucy Erasmus-Green
Project Brief
We wanted to create an unforgettable evening that summed up Mimco as an iconic brand.
We drew on the Art Deco iconography that is part of the brand’s DNA, which in turn was originally inspired by Melbourne’s rich architectural heritage.
We chose Melbourne’s Australian Centre for Contemporary Art as the venue, for its unique ix of bold contemporary style and Victorian heritage. The space provided dramatic shapes and angles to work with, which was both an asset and a challenge.
As guests strolled the black carpet, they encountered the media wall, spelling out the brand name in lights. Gold keyhole decals matched the invitations: stamped leather key holders, which were later customised by an on-site embosser.
At the centre of the action, legendary photographer Monty Coles was at work in a decadent studio, shooting glamorous guest portraits.
Project Need
The challenge was to communicate the brand’s history, without turning it into a museum retrospective. We also needed to show that the brand was firmly heading into the future, with innovative designs.
Under massive retro bell jars on custom Perspex plinths, we assembled seven “time capsule” clusters, using fabulous pieces from the MIMCO archives.
Of course, we also wanted everyone to have an amazing time, so we devised several interactive experiences including a professional studio for portrait sittings and MIMCO’s Four Muses (four fabulous drag queens in unforgettable get-ups), to keep the party going all night.
User Experience
The party was a multi-sensory experience, featuring a custom fragrance, oversized arrangements of lush, fresh flowers in dark reds, purples and golds, retro vignettes and a special movie from the brand’s latest shoot that played across the walls.
The food was another essential element, themed to be dark, delicious and decadent with small bites such as parmesan and cauliflower gelato in black cones, canapes of chicken and black fig with rose-scented tahini yoghurt and blackened Atlantic salmon tacos.
Guests were also given leather key holders as part of their invitations. We had an on-site embosser to customise these, to create unique keepsakes of the night.
Sustainability
Working with a unique building, we were very conscious of non-intrusive ways to transform the space, using lighting, temporary elements and giant balloons. The interior spaces were already quite dramatic and we were able to minimise the need for extra built elements.
Many of the props and decor items were brought in from our own archives or sourced from Mimco, and we brought in our own custom-made Perspex plinths which will be reused on future projects.
Marketing - Event Experience
This award celebrates creative and innovative design for a business event. Consideration given to originality, creativity; theming; audience connection and engagement and how the event created a seamless experience for the visitor and helped to reinforce the program's core message
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