Delta Airlines x Issa Rae The Runway Runway | LAFW
Mike Brown, VP, Creative Director @ LDJ Productions | Wieden + Kennedy
As VP, Creative Director at LDJ Productions, I led the team on the successful new business pitch and subsequent partnership with Wieden+Kennedy to envision, design and produce the exclusive LA Fashion Week event and pop-up shopping experience for Delta Airlines and Issa Rae. Inspired by flight and motion, the Delta Runway Runway event transformed a private airplane hangar in Hawthorne, CA as a launch event for 6 up-and-coming apparel and accessory designers, curated by Issa Rae. LDJ Productions provided turnkey creative production agency services from concept to completion. Images courtesy of LDJ Productions.
Delta's objective was to celebrate their powerful collaboration with Issa Rae at the intersection of business ownership and fashion with an unforgettable, shareable and shoppable live event at LA Fashion Week. The Delta Runway Runway was to be be elevated in finish and human-scale in experience. Taking inspiration from Delta's purpose of "connecting people to their full potential" we transformed the vast airplane hanger with a dynamic and vibrant scheme, brand creative and motion content to prompt meaningful connection. Images courtesy of LDJ Productions.
Issa Rae invited guests to take their seats after opening cocktails with a toast honoring up-and-coming designer talents. Delta provided airline staff from their Los Angeles hub for guest management to complete the story and the experience. The fashion show featured sequential walks by every-day-people to showcase looks and products by the 6 designers. Images courtesy of LDJ Productions. Images courtesy of LDJ Productions.
After the fashion presentation, guests explored the new collections from Oyster, Cadence, Classic Six, Ana Mero, Ponto and Ember Niche. The shoppable vignettes welcomed guests to meet the creators and place orders through a branded i-pad interface. The highly successful event streamed live on social channels garnering 500k impressions and drove robust traffic and sales for the 6 designers. Images courtesy of LDJ Productions.
The creative approach transformed the iconic Delta chevron into an innovative runway path and audience seating arrangement to allow for maximum 'front row' capacity. The six pop-up retail vignettes filled the environment to prompt intuitive exploration. Development assets courtesy of LDJ Productions.