MADRIDFASHIONNEWYORK
SOHO · NEW YORK
NEW YORK MOVED DOWNTOWN.
The Queen Sofía Spanish Institute had created visibility, credibility and the first strategic relationships in New York.
The next move was about presence and continuity.
By 2008, New York fashion was increasingly moving beyond the Bryant Park tents and into independent venues across the city. SoHo was already part of that geography.
TACTICA deliberately positioned MadridFashionNewYork inside that downtown context, at the showroom of the new Trump SoHo Hotel Condominium, on Wooster Street in the heart of SoHo.
The location was not incidental. It was part of the strategy.
Original MadridFashionNewYork / Trump SoHo / Wooster Street invitation
THE LOCATION WAS PART OF THE PROPOSITION.
This was not a conventional event venue.
The Trump SoHo showroom placed Spanish fashion inside one of New York’s most relevant fashion and creative environments, surrounded by the stores, galleries and energy of downtown Manhattan.
The Spanish Fashion Mile in SoHo extended that presence beyond the showroom and into the neighbourhood itself.
Spanish fashion was no longer being presented from the outside looking in. It was being positioned inside the geography of New York fashion itself.
Trump SoHo exterior / Spanish Fashion Mile / SoHo context
FROM ATTENTION TO CONTINUITY.
MadridFashionNewYork created another platform where Spanish designers could meet media, industry professionals and relevant New York audiences.
TACTICA developed the alliance with the Trump Group, together with the event, communications, media relations and opinion-leader strategy around the project.
The objective was not simply to organise another exhibition.
It was to keep Spanish fashion present in New York and create another context in which relationships could develop further.
Original event photography / selected guests and media
SOHO BECAME ANOTHER POINT OF ENTRY.
The first New York project had created legitimacy.
MadridFashionNewYork brought the programme closer to the everyday geography of the city’s fashion system.
Different setting. Different audience. Another opportunity to connect Spanish designers with the people and environments shaping fashion in New York.
One project had created the conditions for the next.
Showroom / installation / Spanish designers
Original press coverage / selected clippings
PRESENCE WAS BECOMING CONTINUITY.
Spanish fashion now had more than a single New York moment.
It was beginning to build a sequence of platforms, relationships and opportunities around the market.
Visibility had opened the door.
The challenge now was to move progressively closer to the professional system itself.
The next step would take Spanish designers into the orbit of New York Fashion Week, IMG and a new collective platform at the New York Public Library.