An economic evaluation of media appearances equivalent to over 2.1 million euros; more than 300 mentions in print, online, radio and television; 3.172 tweets with the hashtag #MadridEsModa; 32.000 page views of the site in just four days; 60 different activities throughout the centre of the capital … We can say that the first edition of Madrid es Moda has been reasonably successful.
In ACME we wanted the centre of Madrid to live close up the unfolding of creativity that takes place during MBFWM, and in three months, with the month of August in between, we did it. The chain of adherence grew with strength and designers were joined by hotels, chefs, museums, beauty centres … Synergies, a very fashionable concept – and here the redundancy is evident – were placed at the centre of the activity. And following this philosophy, in Vitra David Delfin and Helena Rohner installed their creativity; Miss Sushi restaurants were enriched with Dolores Cortés swimwear; Agatha Ruiz de la Prada filled with colours the containers Ecovidrio; at the Hotel de Las Letras three designers – Miguel Marinero, Úlises Mérida and Miss Garcia – joined painter Flavia Totoro and chef Paco Morales; the Maya Hansen collection inspired a special edition of ice cream in Lolo Poles, and Devota & Lomba took his models to Enter Peluqueros, Ion Fiz to Mondo Gallery Beta, Manuel de Gotor to Gymage gym, and Juana Martin to Platea Madrid. Jewellery designer Anton Heunis allied with the most chic stores in the Salesas area and decorated with jewels florist Margarita Se Llama Mi Amor, beauty salon Mi Calle de Nueva York – where Ion Fiz also intervened with a lace look that more than one passer by tried to buy -, decoration shop Mestizo and restaurant Dry Martina. Desigual integrated their presentation of the collection in the palace of the Alhajas to our scheduler; Stradivarius set up a special window shop in Gran Via; G’Vine organized a series of roundtables with various specialists from the world of fashion …
The shop windows of the boutiques in central Madrid became pure art, like those of Angel Schlesser, Andres Sardá, Hannibal Laguna, Adolfo Dominguez, Juanjo Oliva for Elogy -in several centres of El Corte Inglés, Acosta or Malababa.
Others made special discounts on their websites or in their stores, such as Roberto Verino, Moises Nieto, Jorge Vazquez, Juan Vidal, Davidelfin, García Madrid or Ecoalf.
The Thyssen Museum offered guided tours sponsored by Las Rozas Village with fashion history as a central axis; Leyre Valiente lived up to her surname and dared to establish a creative dialogue with the pieces of the Museum of Decorative Arts and exhibited her garments at the Arts Club Madrid restaurant. ACME set up an exhibition of the F / W 2015-16 collections at the Conde Duque Cultural Centre and were part of the jury of TrendCycle, a cycling fashion show through the centre of the capital. The Hotels Gran Melia Fenix, Indigo, Hurso, Single or InterContinental brought together fashion and cuisine and offered special prices to their clients.
To publicize and broadcast the activity, we videotaped, photographed all that could be photographed, we set up a specific web site, where we had recounted everything that was happening, we distributed 18,000 maps with the route of the activities and we stuck 4,000 posters. It seems a lot, doesn’t it? Well, we still want to do a lot more in the next edition, because Madrid es Moda is willing to stay and has a clear objective: to make the city beat to the rhythm of the catwalk. We will meet again in February.
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