Lloyd, a company with a long tradition, used the GDS industry meeting to celebrate its company anniversary in style with the press, dealers and partners. Ingeniously, Lloyd’s trademark – the red stripe otherwise discreetly visible in the logo and on the sole – became the striking focal point and guiding principle of our event staging.
“Follow the Red Stripe” – anniversary event and brand staging for Lloyd Shoes. The LLOYD brand did not celebrate its 125th anniversary in the factory, but a few hundred kilometres further south with the specialist dealers. For this purpose, the time and space were moved to the surroundings of the international shoe trade fair GDS in Düsseldorf. The striking red stripe in the logo became the dramaturgy of the evening with the motto “Follow the Red Strip”. The 400 invited guests – mainly customers, VIPs and journalists – followed it down the red carpet into the location. Here the guests encountered a red cube, inside of which was the anniversary lounge as room-in-room architecture. The red strip between the different seating groups became the actual stage. Dancers and performers in Lloyd shoes symbolically walked the streets and boulevards of the world, waltzed in the classic shoe models, exuded fashionable glamour to tango nudes and showed the sporty shoe line as break dancers and course artists. Architecture and staging provided plenty of inspiration for lively conversations that lasted long into the night. The mission of the unusual anniversary event was thus fulfilled.
