Fashion brand Steven Madden has launched its FW24 collection to the fashionistas and invited guests at a one-of-a-kind event in the heart of London, with a fusion of immersive theatre and interactive storytelling reimagining its founder’s rags to riches to jail and then redemption story.
Devised by global experience design company Imagination, the event unfolded over two days, with wholesale/retail partners, media and key influencers from across Europe invited to step into a world where fashion meets high-stakes competitions.
The “Sole Survivor” event drew inspiration from the drama of game formats like Squid Games and the Crystal Maze and the glamour of a Dynasty-era fashion gala.
Attendees were immersed and participated in a dynamic, real-world video game which brought Wall Street to central London and told the story of the man with seemingly unlimited lives.
The Sole Survivor game was brought to life through a custom-designed app. Guests experienced Steve’s story as ‘game levels’ through a series of connected moments that weave together physical and digital storytelling.
Each event featured immersive set design pieces connecting the gamified layers across the two days, turning London’s streets into a playground of style and strategy.
Each ‘Game Level’ told a chapter of Steve’s life, from his humble beginnings slinging shoes out the back of his car, to his time on Wall Street, subsequent stint in jail and finally culminating to celebrate his continued success at a “Dynasty Party”.
Each game level was also related to a key look from the FW24 collection to deliver a cohesive product presentation.
Throughout the event, guests had the ability to earn “Steve bucks”, which were automatically awarded for attending events, posting on socials or participating in the gamified layers woven into the immersive experiences and embrace the spirit of Steve Madden’s rise to success, becoming the ultimate sole survivor.
All attendees were also put up in 5-star hotels along the River Thames, creating the backdrop to their competitive adventure. The event culminated at the Dynasty Party, a glittering fashion gala where guests risked it all at the casino to earn more Steve Bucks before the competition drew to a close.
The grand finale featured a fashion show featuring “non-playable characters” wearing the new Steve Madden FW24 collection.
Steve Madden Europe PR and communications manager Martin van Bentem said: “Imagination’s brilliant design concepts were visible at every turn, from eye-catching displays that showcased the latest collection to interactive installations that allowed attendees to engage with the brand in unique ways.
“The atmosphere was electric, filled with creativity and innovation. Overall, Imagination’s creative direction transformed the Steve Madden event into an unforgettable experience, blending fashion, fun, and a touch of nostalgia, leaving attendees inspired and eager for more. We are really pleased with the outcome of the event and they exceeded our expectations for this unforgettable experience.”
Imagination business director Rob Day added: “Collaborating with such brave clients pushed us to explore new and innovative ways to ensure the collection’s impact in today’s social media-driven landscape. Our approach combined real and virtual gameplay, offering an immersive theatrical journey that highlighted the brand’s rich history while showcasing the products in unprecedented ways.”
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