Founded in 1988, Mass Exodus’ framework emerged from smaller-scale fashion shows and exhibits. Over time, Mass Exodus has gained growing exposure – and it is catching the attention of influential players in the Canadian fashion industry.
I was brought on board to design and manage new creative and artistic aspects for the production of Mass Exodus 2014 as it grew in size featuring 51 designer collections and 80 exhibitions. I focused on the audience's experience including how to navigate through the venue and the audience's first perception of the event including: music, video, lighting, exhibit arrangement and on site interactions.
We created the first Mass Exodus together with the content and development teams – which included mobile application that featured designers' and exhibitors' contact details for potential leads with media outlets and customers. The application also amplified guests' interaction with the event by the use of special features within the app. The application gathered valuable data such as on site interactions and post event interactions for future Mass Exodus events.
I designed and launched the initiative to merge both the fashion show and exhibit under one venue – something never done in Mass Exodus history. This decreased venue expensesand encouraged guests and media professionals to visit the exhibition which tackled the lack of visitors in the exhibit portion of the event in previous years.