Lane Crawford – Winter collection launch event in Beijing





Beijing, China


  • design
  • concept
  • coding
  • shooting

Lane Crawford is Hong Kong's leading luxury specialty store, offering the largest assortment of fashion designer brands in Asia. For its Fall/Winter collection launch in September 2011, Lane Crawford wanted to do something special in its 3-floor store in Seasons Mall, Beijing. Hundreds of guests from the Fashion and Media industry attended our Cocktail event in Beijing. But we at SCHWANN wanted to make something more special and explore the limits of Social Media to create a memorable event. We set a photo wall where the guests can participate in the fashion campaign as real models. That pictures are connected to a special Weibo App that we created especially for the event. Users can share their pictures on their timeline, as well as connect with other Lane Crawford fans. The result is that dozens of guests took part of the experience and it had a wide spread on Social Media.


A short summary cut of the opening event in the Lane Crawford flagship store in Beijing.