Peanuts - SBIF
Over 30 pair of Snoopy and Belle dolls, featuring looks from these top designers, were featured at a special 3-day exhibit at the Sky Room at the New Museum in New York City. MMD was enlisted to design all aspects of the event, which included custom-designed display fixtures, commemorative merchandise, and a 17-foot video wall. The event was held during the first three days of NY Fashion Week, and was attended by celebrities in fashion and entertainment.
client : peanuts WORLDWIDE
project : snoopy & belle in fashion
Peanuts has a long history of collaboration with the fashion world. 2014 marked 30 years of Snoopy in Fashion, an ongoing collaboration between Peanuts and some of the biggest names in fashion. As part of the 30th anniversary of Snoopy in Fashion, now renamed Snoopy & Belle in Fashion, Peanuts reached out again to illicit some fashion superstars to create all-new looks for Snoopy and his sister Belle. Snoopy and Belle got the star treatment from the celebrities of the fashion world, including Betsey Johnson, Calvin Klein, Diane von Furstenberg, Donna Karan, DSquared2, J. Mendel, and Opening Ceremony.
Over 30 pair of Snoopy and Belle dolls, featuring looks from these top designers, were featured at a special 3-day exhibit at the Sky Room at the New Museum in New York City. MMD was enlisted to design all aspects of the event, which included custom-designed display fixtures, commemorative merchandise, and a 17-foot video wall. The event was held during the first three days of NY Fashion Week, and was attended by celebrities in fashion and entertainment.
To date, the initiative has collected over 250 million media impressions, with print coverage in Women’s Wear Daily, Cosmopolitan, teen Vogue, Bazaar, InStyle, and Nylon, and online coverage through Vogue.com, Entertainment Weekly, The Los Angeles Times, Black Book, Glamour.com, and Elle.com.
The exhibit traveled throughout Europe in 2015, making stops at most of the major cities’ Fashion Week events. MMD was responsible for the shipment and logistics, and acted as on-site Producer for most of those locations. So far, the exhibition has been re-created in Stockholm, Amsterdam, Berlin, Paris, Milan, Tokyo and Osaka. The exhibition has plans to tour South America in 2016.
MMD’s scope of work for the Snoopy & Belle in Fashion initiative began with the design of the program’s identity. Final deliverables included VIP invitation and welcome kits, which included custom bags, personalized packaging, and iPads pre-loaded with Snoopy & Belle in Fashion content to invite participation from the world’s leading fashion designers.
SBIF : THE APP
As part of the SBIF U.S. Tour MMD designed and produced an app to act as a guide through the exhibition and provide visitors with exclusive information about the dolls, DJ mixes, merchandise locators and more. A key part of the SBIF initiative is the social media component, with over 250 million media hits to-date. A Photobooth feature is integral to the app, allowing users to snap and share location-branded selfies showcasing their favorite beagles with both speed and style. Download the App at the Apple App store or on Google Play.
exhibition : system OVERview
Displayed within highly public and trafficked malls, in 6 selected cities, it was key that the design was secure and self-contained for the highlighted doll sets and location specific video content. MMD devised a system of electrified kiosks in distinctive shapes evocative of the first exhibition. This system, combined with the SBIF signature, has created a greater opportunity for visibility, marketing, and joy spread to Peanuts fans across the US.
advertising : print & digital
2014 / New york
2017 introduced the SBIF U.S. Tour, which launched February 14th in Los Angeles at the Beverly Center. The US Tour has been an opportunity to reimagine the initiative and represent it in a way which is more accessible to the masses.
2015 / Stockholm - Amsterdam - Berlin - Paris - Milan - Tokyo - Osaka
SBIF A global traveling initiative, including designer creations by Chanel, Hermés, Calvin Klein, Donna Karan, Opening Ceremony and more – 47 world-class designers, and growing with each stop. This multi-media project included the overall design, fixtures, lighting, concept and a large-scale video wall, as well as all graphic and related collateral. Launched at the New Museum in New York, it traveled to Stockholm, Amsterdam, Paris, Milan, Tokyo and Osaka, and next to Mexico City in the end of 2016. In 2017 the US tour will begin. The show has proven immensely popular with over 250 Million media hits to-date.
