What a Feeling !
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Client: Medialogue
Activity: Media
Attending Public: 700
Location: Belgium / Brussels
Venue: Tour&Taxis
Partners: Venice Simplon (Orient Express) and SNCB/NMBS (national railway company)

Client Requirement:

Briefing:
Bring together the trendsetting people from the advertising world to announce the facelift of Feeling. Take into account that it is a magazine for women. If possible, try to work on the main theme of the first edition - the Orient Express.

Target Groups:
Media buyers
Advertising agencies
Large companies


Our Proposal:

Description:
The most important issue was to find a fitting venue. When we found the abandoned warehouses of Tour & Taxis with its magnificent iron framework, we could very easily imagine the atmosphere of a railway station early this century, especially when we discovered the rail track behind the platform. However, the warehouse was much too large and heating the place would have been a problem. To solve this, we laid a wooden floor on the cobblestones and hung a box of Thomas trusses and theatre curtains, so that we created a more cosy volume. Our self-made room (a square of 36 x 36 metres) hung somewhere in the middle of the hall, partially over a platform which we used as a stage.
When the people arrived at night, they had to walk along the long platform before reaching our warm and pleasant box. The complete length of the warehouse was pleasantly illuminated and, during their walk, the guests could admire a crowd of 24 actors, dressed and styled with authentic period costumes as if they were station officers, porters or wealthy first-class voyagers waiting for the next train. At one of the fireplaces, two station waiters offered a glass of gl├╝hwein to every visitor.
On stage, the video presentation of the new magazine was introduced by the editor in chief, from behind a cart full of suitcases that we used as a podium. The video ended with a shot of the editorial staff stepping into a train at Antwerp railway station. Then there was a show in which we combined elegant acts (because we were launching a magazine for women) and performances reminiscent of the turn of the century, like the Butterfly Dance of Lotta, a singer and accordionist playing songs of Edith Piaf and an acrobat gracefully dancing in a hanging sheet.
The show ended with dramatic effect when we opened a part of our hanging box to make room for the Orient Express that drove straight into the meeting room. The beautiful old train halted in front of the platform and all the members of the editorial staff stepped out to be presented to the audience.
The night continued for many hours, with a band and a sumptuous buffet, manned by waiters wearing green jackets, golden buttons and white gloves, just like in the restaurant wagon of the Orient Express.