November 30, 2015
Two nights before Halloween, Kellen managed the International Interior Design Association’s New York Chapter’s Annual Color Invasion. The annual event gathers professionals from the interior design industry for a theme party. This was the second year in a row the event was hosted at The Tunnel, which was filled to capacity, selling out at 1,500 attendees. Previous themes for the event have been Neon and Alice’s Adventures in Wonderland, but this year the theme was a bit different- The Invasion of Color. This theme allowed for much more interpretation for both decor and costumes. Ideas where presented through a social media teaser campaign to show all the different ways colors can express an individual.
Along with the theme, here are some factors that differentiated this year’s Color Invasion’s from past:
Incorporating the theme into the details
While we have a powerful team of interior designers every year, the team outdid themselves for this year’s Color Invasion. Fog covered the entrance of the room, creating a thick barrier between the check-in area and the party. As guests entered the steam curtain to step into the venue, every color of the rainbow was depicted in sections along the length of The Tunnel hall. Companies were able to sponsor different colored rooms, sections of rooms, certain decorations, or food and beverage tables which created a fun and unique vibe across the party, and a unique value proposition for the sponsors.
The guests were just as dedicated to their costumes. Everyone came and expressed their interpretation of Color Invasion. Check out the gallery to see some of the most creative costumes. There was everything from women dressed as peacocks using paint strip samples as feathers to go-go dancers to unicorns.
This was the first year Color Invasion Tickets were not mailed out when they were purchased. Kellen decided it would be more efficient to use a bar code scanning system, where sent out in email when the purchaser bought the tickets. We made sure to have plenty of communication to ticket buyers that it was much like any concert or game you would go to and a ticket was needed. Nerves were put to ease after the first 10 minutes of check-in and over 400 people flooded in without a glitch.
Social media campaign
What comes to mind when you think of indigo? Since it’s not the most popular color on the spectrum, the planning committee was having trouble representing indigo. They came up with the idea to have the committee costume be Indiana Jones. They decided to keep their group costume a secret and make it a special competition the night of Color Invasion. If you found Indi, could post to Instagram with sponsored hashtags to be in the running for some items from some of IIDA NY’s annual sponsors. The campaign added gamification to the event while giving sponsors more exposure.
This year’s Color Invasion used the rainbow theme in a whole new light. Learn more about the event at iidany.org.