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“Moscow is the new New York”

Soho Rocker / Brooklyn Artist / Central Park

Moscow 20th of May 2010

Event report

BOSS ORANGE

Event venue – Looch

Black Carpet / Podium In height of windows

Looch inside before guests arrival

Black Carpet / Podium In height of windows

Accreditation outside of Looch / enter container “tunnel” into a new world!

Real 20 feet container near Looch location for guest’s registration

Boss Orange logo as graffiti

8 hostesses for accreditation

Entrance on the black carpet over the “Brooklyn Bridge!”

People enter the venue over the black carpet on a long podium (40 cm height) to be on the same level as the windows, to create a type of inverse cat walk.

Inside the windows are the models wearing the new Boss Orange collection.

Entrance on the black carpet over the “Brooklyn Bridge!”

People entering

“Moscow is the new New York” graffiti spraying

2 Graffiti artists spray throughout the whole evening in New York style onto a container “Moscow is the new New York” while guests arrive.

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Models inside the windows & inside the venue

All people pass the black carpet and see the Windows of Looch.

Inside the windows we have Models of different styles. Black, White, Asian, Russian. To represent the “melting pot” of New York.

Inside the venue you can meet models on a special pyramid podium and on benches of central park.

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Models in Central Park

Door Men / Security Door men are very cool and dressed in trendy pink suits to create a perfect style & mood

Enter the ground floor which is SOHOStreet signs are used to show and guide through SOHO

We guide to street names such as Broome street or Mercer Street, Prince Street and Broadway etc.

We also use the name of the BOSS STORE on 555 Broadway

SOHO. Decoration and mood

… We create a mixture of Andy Warhol’s art and Hugo Boss mood in a cool movie and translate it on a big screen over the venue

SOHO. Decoration and mood…We produce cool Boss Orange mood pictures and place them all over the venue

Enter the Second floor which is BROOKLYN

Over the evening we have occasionally appearing:

a freestyle battle & a break dance show a box fight on a real ringand a cool performance of a NY underground band

Brooklyn Fight

On the second floor we built a real Box Ring with a real show fight going on

This created great word of mouth and was used for plenty of picture backgrounds

BOX RING

Japayork band

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Stylish NY underground band Japayork played

Brooklyn “home” atmosphere

We created some “home” feeling in the Brooklyn zone, with sofas and a fridge filled with bottled Heineken beer for self service

DJ’s for the party DJ Sandra & Kuibar & Alex Di

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Famous Russian DJ’s Sandra, Kuibar and Alex Di spinning at the party in SOHO & BROOKLYN zones over both floors

The back terrace was Central ParkWe create a real Central Park atmosphere on the terrace of Looch by installing:

NY skylines on screensnatural green grass3 meters treesand real park benchesand proper lightening

As a result our terrace was extremely popular and had a real WOW-effect!

The back terrace atmosphereSpecial lights on trees, wonderful NY sunrise & sunset projections, nice models in stylish BOSS Orange looks create on our terrace an unforgettable atmosphere

Partner integration – Papa John’s pizza At night inside Central park 400 pieces of pizza were handed out in “pick nick” style

Partner integration: Mercedes Benz

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Mercedes SLS was presented near the entrance

Mercedes limousines service

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Mercedes provided 15 limousines to transport VIP guests, media and celebrities

All cars were branded with Boss Orange logo

Partner integration: Procter & Gamble

We handed out Boss Orange fragrances as a present at the end of the party from the graffiti container

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CelebritiesAvrora (in BOSS Orange dress) and Christian Ender, Tatyana Gevorkyan, Konstantin Andrikopolus, Nikolai Uskov, Julia Snegir (in BOSS Orange dress) and many other celebrities

Facts

Number of guests: 700

Party started: 8 pm

Party finished: 2 am

Pizza handed out: 400

Gift bags with BOSS Orange

fragrances handed out: 400

VIP driver service

by Mercedes: 15 cars

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“I really was impressed. Thanks a lot for inviting me”

Keni Luhtanen, Managing Director of Luhta Fashion Group

“Thanks so much for this great evening, I haven’t enjoyed myself like this for a long time”

Omar Ghobash, Abudhabi Ambassador to Russia

“It’s one of the 1St parties in Moscow with a real NY atmosphere. Very stylish and cool”

Nikolai Uskov, GQ Russia Chief Editor

“It was awesome. The most I liked was central park. Super atmosphere! ”

Irina Sadchikova, IT-girl

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