Context / Background:
GUESS hosts an immersive hotel takeover activation at The Standard Spa in Miami to launch the 2024 Summer swimwear collection, and increase brand awareness throughout all of South Beach Miami.
As part of the GUESS Visuals team, I had the privilege and opportunity to collaborate and work alongside the PR team in order to capitalize on brand exposure and be a part of the heat during 2024 Miami Swim Week.
Visual Identity:
For this GUESS Beach takeover I had the honor of assisting in the development of the visual identity, the planning of all key space activations that drove hotel guest engagement, including a large directional sign as well as all branded signage and props, including cocktail menus and branded pillows throughout the outdoor takeover. Assisted with consistent brand positioning throughout all deliverables and branded assets.
Design Process:
This process consisted of high coordination with production vendors, providing artwork for all design elements, event logos, mock-ups and renderings necessary from initial concept stages through final production and installation.
Branded Activations:
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Wooden directional sign - 7.5ft guide for guests to navigate
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8ft tall surfboard wraps for event display activation
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GUESS Beach lifesaver decals
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Custom print cushions and pillows
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Pop-up shop interior wallpaper wraps
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Interior store signs and marketing collateral
Pop-Up Space:
For this event we also had a full pop-up shop takeover to capitalize on guest traffic and capture sales throughout the full GUESS Beach event time period. For this, we worked hand-in-hand with the visual merchandising team to craft a well curated product assortment, with an upscale boutique sophistication, to match the needs and demand of our target customer.
Event Attendees:
VIP Customers and key talent from the surrounding area including local Miami-based fashion & beauty influencers, and key leaders attended the grand opening cocktail event. Other attendees included the local and national press that were also in town for Miami Swim Week coverage.
The Standard Hotel Spa:
The Standard Miami is a high-end spa hotel, being the only Members Only Standard hotel in the U.S. with over 700 members. Located on Biscayne Bay Island with panoramic sunset views, and only 5-minutes from South Beach, this is a central hot spot location for all seasonal tourists and a safe haven for the trendiest Miami locals.
Members Demographic:
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Early 30’s - Late 40’s
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55% Male to 45% Female
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Elevated, fashionable tastemakers
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Prioritize health, fitness, & wellness