MUSE Gold

Lebanon

2021

A Night at Razin

Entrant Company

Blue Hat

Category

Experiential & Immersive

Client's Name

Razin

Sub-Category

Launch Event

After revamping their brand identity, Razin - a furniture manufacturer in Saudi Arabia - wanted to unveil their new ethos with a launch event, showcasing their new furniture collection that highlights craftsmanship and customisation. During that time, the entertainment sector in the country was booming with events taking place and cinemas opening for the first time in KSA. To ride that train we centred the event, "A Night at Razin", around a cinematic experience. The objectives were to unveil the new concept and showroom, and increase sales. When entering the showroom, a vibrant cinema lobby welcomed guests with a screen running a video of Razin's factory besides popcorn machines. Seven rooms were entirely set up. Behind each curtain the experience of a movie awaited the guests. Each room had the corresponding movie's interior design style with furniture collection designed by Razin. To transport visitors to the movie's vibes, we also incorporated a matching smell and music for each room. As guests stepped into a scene from The Grand Budapest Hotel, the stark design instantly occupied their senses. It lured them in with motifs from the hotel adorning every bit of the space. From flashing pink to geometric patterns, velvet and biophilic touches; details were executed from the movie by Razin. Visitors were transported to the hotel as they experienced a scene while browsing Razin's collection. This applied to every room, each style was inspired by an iconic movie: Art Deco by The Great Gatsby, Scandinavian by Skyfall, Neoclassical by Midnight in Paris, and more. There was also a digital furniture simulation option in each booth, where visitors customize style details on an iPad. The event engaged the senses: music of movies filled the air; booths were decorated to the last detail, each with its own distinct smell; a rich selection of fabrics invited touch; and the event catering comprised movie theatre snacks. The launch event was a success; it gained Razin a wide exposure and boosted sales significantly. The factory reached its production capacity within a short period following the event.

Credits

Managing Director / Blue Hat
Sami Hmaidan
Innovation Director / Blue Hat
Judy Maamari
Head of Design / Blue Hat
Hayat Sheikh
Multidisciplinary Designer / Blue Hat
Noor Haj
General Manager / Razin
Mohamad Al Safadi
Creative Director / Razin
Mohamad Chebaro
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