The Sörensen Group was commissioned to design a press and client presentation for Haier's new product lines, as part of a tour of Europe's main capitals during May and June.
In line with the brand's positioning – geared to a certain consumer target, the so-called “trendsetters” – the event revolved around a group of four professional graffiti artists who gave a live performance of their work, accompanied by a professional DJ, while each of the new product lines was presented. To end with, the artists painted the brand's household appliances, and then refreshments were served.
Haier organizes alternative event in Madrid to present new product lines
The event was held at a photographic studio with an industrial aspect – which was exactly what the organizers had in mind – since the idea was to avoid traditional venues. Two areas were created: one where the company's executives delivered their keynotes and the graffiti artists painted images related to the characteristics of each product: and a showroom where the brand's other product lines were exhibited.
The event was designed as an open day, with a press presentation in the morning and a clients' reception in the afternoon.
The Sörensen Group was commissioned to design the presentation
