Iris von Arnim

Seventy meets Thirtyfive

Insight - Objective

In January 2015 Iris von Arnim had every reason to celebrate: The german fashion designer turned 70 and at the same time her company became 35 years old. Under the motto „Seventy meets Thirtyfive“ she asked us to realize an exclusive celebration with 300 guests on 3 floors in her office and studio at her Villa in Hamburg.

Concept - Strategy

Because it was planned to celebrate in Iris von Arnim's own house, we used the house with all its memories as a guiding idea for the event. For the first attraction we projected videos of Iris von Arnim's iconic fashion shows of the 80’s on the whole facade. Inside the building we arranged every single room differently. From very private photos to videos of runway shows, each room was unique and the guests could reminisce. During the event we asked Iris von Arnim's friends and business partners to come into a secret room in order to let themselves photographed by a longterm-exposure camera. At midnight we surprised Iris von Arnim with these photos: Wherever you looked there were projected photos on the wall, which showed Iris von Arnim's guests who celebrated the "birthday girl“.

Output - Impact

A colorful, unique event which fits exactly to Iris von Arnim's private taste and at the same time reflects the values of her fashion brand. In a private environment Iris von Arnim was able to celebrate with friends and intensify their relationships to clients.