Showcasing Brands’ values at CIFF: Bridging Brands with Consumers.
The project tackled the challenge of optimizing the matchmaking process between brands, buyers, and consumers at CIFF, the longest-running fair in Northern Europe. It aimed to foster ongoing dialogue and engagement throughout the year, rather than just during the bi-annual event.
Product Stage: Concept development and implementation. Role: Concept strategist and spatial designer. Team: Gustavo Garcia, Fie Mortensen, Laura Winther-Poulsen & Carina Thornval
In the initial phase, the primary objective was to develop a cohesive concept that would address the identified problem. Through extensive research and stakeholder engagement, we pinpointed the need for a continuous interaction platform that transcended the bi-annual event model. We used the concept of the scaffold as a design element for the physical and the grid on the digital platform. CIFF STAGES is a hybrid approach combining a digital platform with a versatile pop-up exhibition stage.
The next phase focused on designing the user experience for the digital platform. This involved detailed UX research to understand the needs of brands, buyers, and consumers. We created user personas and mapped out user journeys to ensure the platform would facilitate seamless interaction and engagement. The digital platform became a space for ongoing dialogue, content sharing, and brand storytelling.
Simultaneously, we worked on the design and implementation of the pop-up exhibition stage. The pop-up exhibitions were designed to be flexible, allowing for various content presentations, including brand showcases, sustainability workshops, and interactive installations.
By developing and implementing CIFF STAGES, we successfully diversified CIFF’s revenue streams and enhanced its value proposition. The digital platform and pop-up exhibition stage facilitated continuous interaction between brands, buyers, and consumers, promoting sustainability and engagement. This project not only strengthened CIFF’s position as a leader in the fashion industry but also fostered a closer connection between smaller brands and their audience through content-based advertising.