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The Most Instagrammable Content at London Fashion Week SS17 #LFW

The Most Instagrammable Content at London Fashion Week SS17 #LFW 690 460 admin

London Fashion Week SS17 has come and gone and we are still reeling from all the excitement it created. Every year it gets bigger and better as more brands engage with even larger audiences through social media and user generated content.

As London Fashion Week themselves said;

“…there are more ways than ever to get involved through digital engagement.”

Here at LOOKLOOK we have seen massive increase in brands looking to create fun, shareable and engaging content and it doesn’t look likely to change anytime soon. Figures show that 84% of customers are more likely to buy a product after experiencing the brand or product at an event (Event Marketing Institute, 2014).  We’ve worked with top brands such as Nike, Selfridges and Macy’s in New York all coming to us with the brief of wanting to engage their customers in an experiential way.

This year we have seen more innovative ways than ever for brands to engage with their fanbase; Instagram Stories live takeovers from @LondonFashionWeek to live streaming of catwalk shows.  We’ve seen ASOS creating live 15-min interview based podcasts with fashion insiders and the OUTNET’s immersive experience with their instagrammable hub of light and colour.  Fashion brands are leading the way when it comes to embracing digital mediums and user generated content.

Of all the fashion weeks, London is known to be the most quirky and open-minded. With big names like Burberry showing alongside newbies Ashley Williams and Shrimps and regular attendees including eclectic style blogger Susie Lau of Style Bubble, cool girl Alexa Chung and 7ft inflatable latex clad Pandemonia, it’s easy to see why the fashionistas of the world have all eyes on the capital in February and September each year.

Pandemonia, Susie Style Bubble and Alexa Chung at #LFW

 

London Fashion Week SS17 Stats…

  • 78 shows and presentations
  • Over 5000 visitors from over 58 countries
  • 1,258500 posts on Instagram tagged #LFW
  • 24, 000 bottles of Evian drunk (say whaaaat?)

#LFW (as it’s now known thanks to Instagram and Twitter) is the perfect opportunity for brands and designers to create experiences and content for users to share on social media.

Here is LOOKLOOK’s round-up of the top  Instagrammable (is that a word?) content from London Fashion Week SS17.

Burberry #BurberryMakersHouse

4,199 Instagram Hashtags

For the last few years Burberry have been way ahead of the game with regards to digital content and this season the super-brand did not disappoint with it’s specially designed venue ‘Makers House’.

Not only did the brand’s much anticipated, first non-seasonal, see-now-buy-now catwalk show take place here but the venue was open for a week after, showcasing original works by Britain’s finest artisans using the collection as inspiration. Cue the fash-pack snapping and sharing their experiences on Instagram!

The Fash-Pack on Instagram #BurberryMakersHouse

VIP show guests such as Cara Delevingne, Lily James and DAZED’s Jefferson Hack were also invited into ‘The Studio’ of Makers House to create beautifully shot video content for Instagram featuring ceramic busts and a touch of good old British humour.

 

THE OUTNET #LightUpTheRoom 

1,854 Instagram Tags

THE OUTNET celebrated the personal style of industry insiders, show-goers and visitors alike at its Instagrammable hub of light and color. Visitors were able to recharge their batteries, enjoyed fashion week fuel by Jasmine and Melissa Hemsley of HEMSLEY+HEMSLEY and enjoyed the immersive experience as they watched their own personal style light up the room.

 

Charlotte Olympia & Sophia Webster

#LetsGoBananas & #DollyBirdsOfParadise

Shoes. A girl’s (non-diamond) best friend….and we’d like both shoe designers Charlotte Olympia and Sophia Webster to be in our Girl Gang please! Both designers graduates of the renowned Cordwainers Collage and both with a passion for colour, fun and femininity in their shoes and accessories.

Charlotte’s London Fashion Week SS17 presentation took place in the Sheraton Grand Hotel ballroom and was inspired by Carmen Miranda and 1940’s cabaret joints. A chorus line of dancers decked out in sequin swimsuits and Charlotte’s fruity platform heels danced with giant foam bananas, much to the guests phone-camera delight.

476 likes on @karlaotto Instagram Post

 

47.4k Views on @charlotte_olympia Boomerang Insta Post

#LetsGoBananas! Thank you @sheratongrandlondon for hosting us????????????

A post shared by Charlotte Olympia Dellal (@charlotteolympia) on

Sophia Webster’s presentation ‘Dolly Birds of Paradise’ was another visually beautiful showcase, with models posing in giant birdcages and sounds of the 60’s playing as guests snapped happy.

224 posts with #DollyBirdsOfParadise

…classy birds @sophiawebster #londonfashionweek #sophiawebster

A post shared by Stefan Lindemann (@stefanloves) on

 

V By Very LFW Party  – Mirror Box Photo Fun

Online retailer Very celebrated the new season of their V by Very collection by throwing one hell of a shindig featuring a cool mirrored room for guests to take trippy selfies in.

8,156 likes on Instagram by @toffgeorgia

Digital content

One of the most instagrammable images at LFWSS17

At the @veryuk LFW party tonight wearing @veryuk ???? #VbyVery

A post shared by Rosie Fortescue (@rosiefortescue) on

Sadie Clayton – Holographic Models

Luxury sculptural womenswear designer Sadie Clayton shied away from the traditional use of models this time around and instead her presentation was shown through the medium of holograms.

1,108 views on Instagram post by @sassoonsalonuk featuring @iamsadieclayton

 

DKMS #ShareTheLove @ Belstaff

Charity DKMS wanted to raise awareness of their cause by partnering with various brands, celebrities and photographers associated with London Fashion Week. Their #ShareTheLove campaign asked attendees to ‘kiss and share’, whether that be each other  in photos taken by Greg Williams or at our GIFGIF booth at the Liv Tyler x Belstaff SS17 presentation.

Liv Tyler and Celebrity Hairdresser James Brown ‘Sharing The Love’

Poppy Delevingne & Daisy Lowe ‘Share The Love’

 

1,302 Views on our GIFGIF posted by Marissa Montgomery

Guests of the Belstaff presentation #ShareTheLove

 

We are convinced that engaging with larger audiences through experiential events is the way things are going.  And where ever the fashion brands go, the rest will surely follow.

Want to create instantly shareable content at your next event? Call the LOOKLOOK team on 0203 005 4926 or email [email protected] to request our corporate brochure.

Follow us on Instagram for ideas and tips for your next event.

Charlotte Tilbury x GIFGIF – How LOOKLOOK Became Window Stars

Charlotte Tilbury x GIFGIF – How LOOKLOOK Became Window Stars 3215 2087 admin

Kate Moss. Kim Kardashian. Gigi Hadid. Cara Delevigne. Just a few of the superstars that world-renowned makeup artist, Charlotte Tilbury has worked with over the years – she’s the crème de la crème… or crème de la Magic Cream –the name of one of her much-loved products from her stunning beauty range.

Charlotte Tilbury with Kim Kardashian

Charlotte Tilbury with Kim Kardashian

The brand has never been one to shy away from the power of digital content, with Charlotte herself posting make-up tutorials on YouTube since 2012.

At Charlotte Tilbury, they understand that their target customer is looking for more than just a red lipstick or a shimmering eyeshadow – she wants tutorials, she wants visuals, she wants an overall brand experience.

 

 

In September of 2015, Harlequin Design appointed LOOKLOOK Photo Booths to create a GIFGIF experience for Charlotte Tilbury customers visiting the brand’s new counter in John Lewis, Oxford Street.

The campaign asked, “#WhoCouldYouBe” and invited shoppers to pick one of Tilbury’s make-up personas – The Rock Chick, The Bombshell, The Golden Goddess to name just a few.

After being made up by the Charlotte Tilbury artists in their chosen look, the customer then created a GIFGIF at our booth. The GIFs were displayed on large screens in the main window of John Lewis, Oxford Street and the result was an eye catching display, beckoning passers-by to enter the store.

 

Charlotte Tilbury GIFGIF In-Store

Charlotte Tilbury GIFGIF In-Store

 

The happy customer not only left as a window star with a celebrity inspired make-up look but also received a text message to their phone with a link to their GIFGIF to share on Facebook, Twitter and Instagram.

 

#WhoCouldYouBe

#WhoCouldYouBe

 

The week-long #WhoCouldYouBe campaign was a roaring success – attracting passing trade, making the customer part of an interactive experience and increasing exposure across social media channels for the Charlotte Tilbury brand.

 

Charlotte Tilbury GIFGIF Window - John Lewis Oxford Street

Charlotte Tilbury GIFGIF Window – John Lewis Oxford Street

 

Fast-forward to November 2015 – the Charlotte Tilbury flagship store launch in Covent Garden. GIFGIF was back to celebrate with key players in the beauty industry and celebrities alike. TV and radio’s Fearne Cotton and Made In Chelsea’s Millie Mackintosh, each with millions of followers on social media, both made GIFs and shared on Twitter and Instagram.

 

Millie Mackintosh & friend making a Charlotte Tilbury GIFGIF

Millie Mackintosh & friend making a Charlotte Tilbury GIFGIF

 

GIFGIF yet again, enabled the Charlotte Tilbury brand to maximise exposure, making the event go way beyond the store’s four walls by creating instant, shareable content. The GIFs were again displayed on custom digital screens outside the store for all of Covent Garden to see.

 

GIFGIF Screen - Charlotte Tilbury Flagship Store Covent Garden

GIFGIF Screen – Charlotte Tilbury Flagship Store Covent Garden

 

As Charlotte Tilbury Beauty continues to grow and launch exiting collections such as ‘Hot Lips’ and new signature perfume ‘Scent of a Dream’, as well as open new locations across the UK, LOOKLOOK Photo Booths has been delighted to be part of the action. We have been “GIF-ing” in Peter Jones in Sloane Square as well as John Lewis in Stratford. We even made it all the way to John Lewis in Cardiff for the Charlotte Tilbury launch there.

 

For more information on how we can maximise your brand’s exposure online as well as create a fun interactive experience for your customers, call us on 0203 005 4926 or email [email protected]

The Rise of Event Content & Experiential Marketing

The Rise of Event Content & Experiential Marketing 640 799 admin

Whether it’s spending hours glued to your iPhone flicking between seven different apps or that you just can’t concentrate on watching a film on Netflix for more that ten minutes.  Tales of the human attention span becoming increasingly shorter due to technology, often seem like something out of a sci-fi movie (that I could only watch 10 minutes of #bored)

It takes a lot to grab our attention. We’ve seen it ALL *nail-painting emoji*…or so we think.
Cue the 2016 MET Gala – the fundraising gala (pronounced GAH-LAHH dah-ling) where Rihanna and Beyoncé fight over the title of Best Dressed in designer dresses from Balenciaga and Balmain.
Not since Kim Kardashian’s PAPER magazine cover has the Internet been so broken. Well, Instagram to be precise.
On the evening, fashion bible Vogue teamed up with film director Gordon von Steiner to produce standout video content to be shared specifically on Instagram.
These short video snippets of celebrities and models standing, posing or dancing within a light installation spread through the Insta-verse like wildfire.
The combination of the strobing lights, the futuristic music and the super-stars themselves created a stroke of visual marketing genius.

Kim & Kanye ⚡️ @kimkardashian #kanye

A post shared by Gordon von Steiner (@gvsgvs) on

The event, at which a ticket costs around $30,000, became instantly accessible to all and in almost real-time. As a result, Instagram users were engaged and felt part of the event. Not only did the famous faces share their experience with millions of followers, but so did thousands of users. This generated millions of views for each video, spreading the Vogue and MET Gala brand names across social media. #NOTboring.

The rise of experiential marketing is hard to ignore. Nicky Havelaar, managing director at creative communications and events agency Crown explains

“The consumer is bombarded with an unprecedented amount of information through a multitude of channels, thus it is imperative to cut through the noise with original and authentic methods to grab their attention,” she says.
“Events and experiential provide a creative, yet relevant platform to engage consumers and it’s a key reason why the creative industry is thriving as the focus is on the consumer.”

Another example of amazing immersive brand experience is that of the Mondrian Hotel in Miami South Beach during Art Basel back in December 2015.

Visual installation duo Dawn of Man projected digital images onto the rainbow-shaped hotel pool which was filled with 250,000 ping-pong balls. The interactive installation was a highlight for guests and partygoers who were able to dive in and be part of the work.

Laura Newman-Cardwell, creative producer at Output Group explains,

“Immersive content is one of the ways brands are challenging the existing status quo. In its simplest form, immersive content is a multi-sensory experience designed to tell a story. To create truly immersive content, it must allow the consumer to become a part of the story through the use of his or her own interaction and imagination – at this point an experience is elevated from being passive to personal. Then, at that moment of genuine human connection, brands can make a lasting impact on their audience.

Here at LOOKLOOK we are always looking to the future. We believe that the need for fun, visually satisfying content created at events will not be slowing down anytime soon.  Our GIFGIF has been in action since 2014, producing moving content for global brands such as EE, L’Oreal, Christian Louboutin and Red Bull.

 

GIFGIF at MOET Party Day

 

Lottie Moss does GIFGIF at Dazed x DKNY

Dazed x DKNY – Dazed Kids New York

Want to bring your brand into the future with uber-shareable gifs? You know who to call!

[email protected] || 0203 005 4926