Metal & Fashion - Maasmechelen Village .......................................................................................................................................................................................... Client: Value Retail Activity: Fashion / Outlet Shopping Attending Public: 1,000 VIP guests Location: Belgium / Maasmechelen Village Venue: Open air Client Requirement: Briefing: Organisation of the official opening of the Outlet Shopping Village Find a theme for the event related to fashion but different to a fashion show Show the Village to the guests as well as depicting upmarket fashion brands in general Find a way to include the city and the Maasmechelen environment Introduce Maasmechelen Village as an integral part of the community Target Groups: Business & fashion professionals Brands and prospects (potential tenants) Investors, business partners, banks and shareholders Political bodies (local and federal) Press Key Message: Maasmechelen’s excellent strategic location and the development of a new recreational zone attracting clientele from Belgium, Holland and Germany. Let people discover the concept of quality outlet shopping Create goodwill among the target group and demonstrate the quality standards of the company as a successful and established player in the property and fashion industry and a recognised innovator in the commercial and leisure sector Our Proposal: Description: The show was written as a fairy tale, evoking the interaction between metal and fashion, past and present, male and female. A beautiful love story about a man (a miner, dressed in a rusty metallic costume, surrounded by elements and characters such as percussionists, robots, human metallic tubes and a bronze art exhibit) who is searching for the lady of his dreams (fashion, with elements such as winged characters on stilts, dancers in white fabric costumes, poetic white figures and elegant acrobats). The show offered a crescendo of spectacular features - fashion and metallic elements, the art exhibit, the use of fire elements, the revealing of a lady in a huge wedding dress lifted into the air by a crane and a spectacular sound and light show on the mineshaft towers of the site. Before the show, an official presentation was held in one of the vacant shop units. The guests were then invited for a walk through the shopping mall to visit the shops and their various brands and to sample the luxuriant buffets installed along the street. The opening ceremony started at sunset, like a parade leading the people from one end of Maasmechelen Village to the other, finishing off at the original mining site for a spectacular sound and light show on the mineshafts, topped off by a breathtaking firework display. After the show, people were invited into a traditional Belgian mirror tent for an enjoyable dance party.