OFF THE CATWALK, ON YOUR SCREEN.
The L’Oréal Melbourne Fashion Festival is a major Australian event, featuring world-class runway shows and a month-long calendar of all things fashion.
An annual festival, LMFF brings together fashion designers, retailers and consumers through a host of different events. The festival was looking for a partner to support its annual makeover online and the digital channels promoting the brand throughout the year.
With a variety of stylish projects in our wardrobe, Flint was chosen as LMFF’s official digital partner back in 2008. Moving forward from a flash site, we developed a flexible infrastructure that allows the site to evolve and to be refitted as required.
A series of workshops with different stakeholders helped identify the varying needs of the organisation. One such feature was the need for an evolving website that could support the growth and changing shape of the festival in-line with seasonal campaigns.
Each year, Paper Stone Scissors deliver the creative direction for the festival. Working in partnership with them, Flint translates this direction across digital platforms keeping them as cutting edge and trendsetting to digital, as the festival is to fashion.
Flint has helped LMFF create and execute digital properties such as their new website, LMFF TV, social media strategy and a blog. We also launched the headline-grabbing ‘Shop the Runway’ tool, giving users the ability to find stockist information for looks straight off the runway.
“ “The Festival has worked with Flint for over four years to develop our website and support digital initiatives. Flint have always risen to the occasion to challenge, enhance and execute our vision.” ”
As an events platform, the LMFF website also gives users the ability to purchase tickets for events hosted by the organisation.
The sections also boasts a highlighted call-to-action for corporate hospitality packages and captures customer interest through newsletter sigh-ups during non-festival periods.
Users can look for information on stockists located close to them to shop looks from the runway.
To deliver a better user experience, these results are seen on an interactive map with the ability to filter results according to user preference.
Flint created a tool which enables users to shop looks straight off the runway.
We also created this tool for mobile device, through which the audience of each L'Oréal Paris Runway Show could gain immediate access to show designers, outfits and stockists via QR Code or URL.
