At its best, the Spectacle is a display of design excellence. It sells, wows, and communicates the brand image. It is another canvas for brand expression, combining multiple marketing executions into one: event, live-streaming, celebrities and influencers, social media, content, entertainment. Per Betak: “I think that the fashion show as a live event will last a very long time, because people always want to be inspired and encouraged to dream, and there is no limit to all the elements you can employ in a live show – the potential for creativity is boundless.”
The Spectacle is the next phase of branding.
In it, the presentation has to be more memorable and relevant than what has been presented; the presentation is the product. Unlike production of a product, production of a presentation takes all individual contributions and skillsets and mixes them together; individual expertise matters only in function of the presentation.