IKO
Categories
Product launch
Nos expertises
graphic design
branding
storytelling
dedicated website
photo report
event video report
live experience
artistic performances
artistic direction
event techniques
stage design
sound design
scenography
3D renders
production
branding
storytelling
dedicated website
photo report
event video report
live experience
artistic performances
artistic direction
event techniques
stage design
sound design
scenography
3D renders
production
A truly pop shopping centre
Thanks to its originality, its proximity and its geographical situation but also thanks to its innovative and warm aspect, the shopping centre Opkorn perfectly meets the expectations and requirements of a diversified and curious customer base. The celebration of its opening was bound to do the same.
The client to surprise
Assuming the roles of a developer, a manager and an investor, the family group Iko founded in 1989, is behind numerous buildings and innovative concepts, now very famous and often indicated as a reference in Luxembourg landscape.
At the crossroads of the well-known Oberkorn district, Fousbann, Niederkorn and the city centre, right in the middle of Differdange, the brand-new shopping centre Opkorn has proved to be a place of living and sharing in a comforting, animated and warm atmosphere. Anchored in the local life as its name suggests, meaning “over the Chiers”, it includes one hypermarket, more than 25 shops, 2 kiosks and 5 fast-food or restaurants with a terrace.
The challenge ahead
For the inauguration of the shopping centre Opkorn, Iko wished to gather political personalities from Differdange, members of the Luxembourg government, providers and suppliers, architects, shopkeepers and customers for a moment of sharing and exchange in order to celebrate its opening and to get known by a larger audience. With a strong will to integrate in the local landscape and to become a major actor of its economy, the shopping centre was eager to build close relationships with the official, the public authorities, the investors and the consumers and had to draw attention, rouse interest and seduce new customers as soon as it opened.
Iko called on us in order to create an innovative event concept based on the discovery of Opkorn that will tease the curiosity of all the concerned parties. The group was also wishing to use the event as a lever to develop its notoriety and increase its visibility in order to establish its position as a national economic major actor.
The inauguration is the most important moment for a structure, not because it represents an opening but because it is a privileged moment of sharing and exchanging between the different actors that will assert whether or not it has managed to be accepted by the locals. It is really a key moment.
What we imagined
The beginning of the festive experience materialised as early as the reception of the invitation card from which a balloon sprang up with “Pop!” written on it, creating surprise and teasing curiosity. The 650 guests B2B discovered then the different spaces of the centre Opkorn in a dramatised tour guiding them from one place to another and from one surprise to the other.
Playing with THE OP! included both in the name of the centre and in Opkorn visual identity, the inauguration had been set up with graphic lines and bright colours, combining transparence, modernity and motion. The challenge here was to use dynamics and actions within the space to make it an attractive and resolutely animated place.
Then the event continued through the shopping arcade decorated with different scenographic items underlining the architectural features of the centre: vertical red neons echoing the brand design, a backdrop of purple lines where the logo was floating and pristine white furniture to recall the innovative and creative aspects of the arcade.
At last numerous artistic animations followed one another, bringing to life the different spaces in an original and recreational way like, for instance, the musical group of 40 cellists hidden at the car park exit who welcomed the guests and immerse them in the exclusive atmosphere of Opkorn.
For this dynamic place of perpetual motion, our creative concept consisted in creating a different scenography for each space in order to value the plurality of possibilities offered by this new precious setting of Differdange local life.
A trolley for the caterer
In order to cope with the narrow corridors of the arcade and the logistics requirements while preserving quality and the professionalism of the caterer for the cocktail reception, retro-styled trolleys had been transformed into mobile serving trays in order to display the starters.
After the inauguration speeches, the guests could then attend a real choreography of trolleys, conducted by the chefs wearing their toques, like a ballet of the modern times.
