Heidi Klum Intimates Global Brand Launch At Myer Melbourne
This global launch of the Intimates brand was a joint venture between Heidi Klum Intimates and Australia's leading department store Myer.
Working alongside the Myer events team a concept was developed to create a launch that showcased two icons, Heidi Klum and a Melbourne icon. With this in mind the concept of having Heidi arrive on a tram (a Melbourne icon) was born.
It was a gloomy, overcast Melbourne day, excitement grew in the Bourke Street Mall with the arrival of a tram. It was not the usual number 96, rather the Heidi Klum Express.
The German-born supermodel emerged to launch her lingerie range for Myer wearing a strappy black Alex Perry dress with split up the thigh. A crowd of 1000 camera-wielding onlookers, including a large contingent of men, roared as Klum said: "Wow. How exciting is this? Thank you so much for turning up."
Accompanying Heidi on the tram was an entourage of models wearing the full Intimates range. This created the perfect exposure for the brand and gave the Myer launch a key point of difference.
Heidi then took to the stage outside the front of Myer's flagship store for a Q & A with Myer ambassador Kris Smith. She then introduced a parade of models in Heidi Klum Intimates range with the iconic Myer Melbourne Bourke Street windows were used as the runway.
My responsibility for this event included but were not limited to:
- Staging, furniture and floral bump-in for the staging area (as per direction of events team).
- Communication with Heidi Klum's PR team and Myer Event's team on the day with direction and changes to the running sheet.
- Working with Myer stylist to co-ordinate models appearance.
- Working alongside the Visual Merchandising team in clearing the windows for the models windows parade.
- Working with the events team to brief models on the choreography elements of the event and the running order for both the tram hero image and window parade.
- Responsible for insuring costume changes were completed.
This event allowed me to demonstrate my strong time management and communication skills between Heidi Klum Intimates PR Team, Myer Melbourne and Myer's events team.
The event was a huge success creating buzz though social media channels and delivering PR with Australian and International media outlets. Both print and online media captured this event.
