Steve Madden: A fashion launch reimagined

Telling the Steve Madden story to launch the Fall/Winter ’24 collection using the brand's signature flair and unapologetic attitude.

In partnership with Steve Madden, we redefined the fashion show event experience with a one-of-a-kind PR event in the heart of London. Unfolding over two days, wholesale/retail partners, media and key influencers from across Europe were invited to step into a world where fashion met high-stakes competitions in a groundbreaking fusion of immersive theatre and interactive storytelling to reimagine Steve’s story.

The Sole Survivor event drew inspiration from the drama and excitement of famous game formats like Squid Games and the Crystal Maze and the glamour of a Dynasty-era fashion gala. Attendees were immersed and participated in a dynamic, real-world video game which brought Wall Street to central London and told the story of the man with seemingly unlimited lives.

The Sole Survivor game was brought to life through a custom-designed app. Guests experienced Steve’s story as ‘game levels’ through a series of connected moments that weave together physical and digital storytelling. Each event featured immersive set design pieces connecting the gamified layers across the two days, turning London’s bustling streets into a playground of style and strategy.

Each ‘Game Level’ told a chapter of Steve’s life, from his humble beginnings slinging shoes out the back of his car, to his time on Wall Street, subsequent stint in jail and finally culminating to celebrate his continued success at the Dynasty party. Each game level was also related to a key look from the FW24 collection to deliver a cohesive product presentation.

Throughout the event, guests had the ability to earn STEVE BUCKS as they participated in the curated activities over two days. STEVE BUCKS were automatically awarded for attending events, posting on socials or participating in the gamified layers woven into the immersive experiences. The goal? To climb to the top of the leaderboard and embrace the spirit of Steve Madden’s rise to success becoming the ultimate sole survivor.

Ensuring an unforgettable experience, all attendees were treated to luxurious accommodations in 5-star hotels along the River Thames, creating the perfect backdrop to their competitive adventure.

The event culminated at the Dynasty Party, a glittering fashion gala where guests risked it all at the casino to earn more precious STEVE BUCKS before the competition drew to a close. The grand finale featured a fashion show like no other featuring Non-Playable Characters (NPCs) wearing the new Steve Madden F/W 24 collection to the baying fashionista’s and invited guests.

Our Business Director, Rob Day, said:

"We’re thrilled to partner with the Steve Madden team to launch the F/W 24 collection at the Beyond Borders experience in London. Collaborating with such brave clients pushed us to explore new and innovative ways to ensure the collection's impact in today's social media-driven landscape. Our unique and original approach combined real and virtual gameplay, offering an immersive theatrical journey that highlighted the brand's rich history whilst showcasing the products in unprecedented ways."

Martin van Bentem, PR & Communications Manager, Steve Madden Europe said:

“Last week, Imagination hosted our vibrant and creative Steve Madden event that captivated wholesale/retail partners, media, stylists, fashion enthusiasts and influencers from all of Europe. The event showcased the latest collection, featuring innovative designs and bold styles that reflected the brand's edgy aesthetic. Imagination’s brilliant design concepts were visible at every turn, from eye-catching displays that showcased the latest collection to interactive installations that allowed attendees to engage with the brand in unique ways. The event ended with an extravagant Dynasty-themed party on Thursday evening, expertly crafted by Imagination with an amazing fashion show. The atmosphere was electric, filled with creativity and innovation. The venue was lavishly decorated to reflect the glamourous collection. Overall, Imagination's creative direction transformed the Steve Madden event into an unforgettable experience, blending fashion, fun, and a touch of nostalgia, leaving attendees inspired and eager for more. We are really pleased with the outcome of the event and they exceeded our expectations! Creativity and innovations were key. Thank you Imagination for this unforgettable experience!!!”