Opening of Istituto Marangoni Dubai

BRIEF

The Milan Fashion and Design School Istituto Marangoni opened its Campus in Dubai in August 2022. SEC Newgate Middle East has been supporting the school with its communication activity since opening, and most recently with their expansion into Saudi Arabia.

SOLUTION

• Phygital Fashion Show: The Museum of the Future was selected as a venue for the event. The fashion show was an innovative concept: real models were joined by their avatars on the catwalk with the use of LED walls. SEC Newgate Team coordinated the production of the show and managed the whole “phygital” event and real-world guests.
• Influencer Engagement: Offering short courses running for two weeks to key macro-influencers
• Media Relations: SEC Newgate secured an opportunity to create a series of episodes with Arabic title HIA Magazine, filming the various aspects of the fashion industry and the tutors presenting different topics
• Additional activities included panel talks and lectures with leading professionals; and a clothing swap shop and panel talk with Florence Bulte, Chief Sustainability Officer, Chalhoub Group and Global Fashion Exchange founder Patrick Duffy, shedding light on sustainable fashion and the importance of circular economy

OUTCOME

Tier 1 media attended the opening event and posted live on their social media, resulting in 407 hits corresponding to an AVE of over USD 2milion. SEC Newgate secured 50 media titles to promote the clothing swap shop pre-launch, recording 417 hits, and USD 1.7 million in AVE value.

Higher Training Institute in Riyadh

BRIEF

In collaboration with the Saudi Fashion Commission, Istituto Marangoni is spearheading the establishment of a Higher Training Institute in Riyadh. SEC Newgate supported the delivery of the official announcement press conference in Riyadh in April 2024.

SOLUTION

The SEC Newgate team led the project from the planning stages, distributing press releases, targeted media invitations and liaising with the venue and catering firm, organising the press conference and media interviews with spokespeople from Istituto Marangoni and the Fashion Commission of Saudi Arabia’s Ministry of Culture.

OUTCOME

Activities resulted in 129 hits, an AVE of USD 596,000 and a reach of 81 million.