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CONTENTS

Strengths & Advantages

Similar Project

Plan

Fashion Theater Detail

Team
STRENGTHS & ADVANTAGES
SIMILAR PROJECT
CITRON 2010
Beijing International Auto Show
April 23, 2010 - Beijing China
PLAN
PRE-BIRTH PHASE I
(OPTION)
Oct. 25 Joint Venture Press
Conference during China Fashion
Week
Press Release
Tie-in with direct Guo Pei
collaboration in vehicle design and/or
aesthetics
Viral Video Campaign Launch
Activation Of Social Networking
Services
PRE-BIRTH PHASE II
(OPTION)
Invite Chinese fashion, entertainment, and
automotive industry luminaries to Germany
Reception of Chinese guests by top
Mercedes Benz executives
Tour of Mercedes Benz factories giving
Chinese guests an exclusive rst look at the
technology and design behind the new
vehicle
Chinese guests will experience living an
environmentally-friendly, elegant lifestyle.
Chinese guest will return with the rm
impression that equates excellence with
Mercedes Benz.
PRE-BIRTH PHASE III
(OPTION)

Campaign beginning after the

Spring Festival festivities to
generate anticipation

Theme is Iam pregnant. In

China, when someone is
pregnant, we say I have
happiness. And this means a lot
to Chinese.

Delivery through TV series, TVC

campaign and/or using viral media.
BIRTH PHASE I
During Beijing International Auto Show, Guo
Peis fashion theater ofcially launches the
Mercedes Benz automobile in the spirit of
Mother Earth giving birth to a new baby.
Guo Peis fashion theater will perform 3 times
per day for the duration of the Auto Show.
Experience Center opens simultaneously in 751
allowing the public experience the design and
technology culture of Mercedes Benz and BYD
as well as to test drive and experience the new
baby automobile for the duration of the Auto
Show.
Graphic design, PR/media, cocktail services for
200 guests,concierge, security and sanitation
are included.
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BIRTH PHASE I
(OPTION)

Production of video of Guo

Peis fashion theater will play
during the rest of the Auto
Show.

Guo Pei can create unique,

signature gifts for those
attending the birth event.
POST-BIRTH PHASE I
The set and costumes from Guo Peis
fashion theater will be moved to the
Experience Center in 751 to create a
permanent exhibition and backdrop to
display the new baby.
Experience Center remains open in 751
allowing the public to test drive and
experience the new baby automobile
for 1 year.
Experience Center will display projects
products, technology, accessories and
brand philosophy in an artistic and
fashion-oriented manner.
POST-BIRTH PHASE I
(OPTION)

Link entire concept with

prestigious TV channel to
create a TV program
oriented towards education
and culture.

Tour of the set and

costumes from Guo Peis
fashion theater.
FASHION THEATER DETAIL
PRESENTATION SPACE
Important to work with exhibition space designers to
incorporate theater show staging into exhibition ow.
STAGE
Use of 4D visuals and special effects, including but not limited to video walls,
video projects and holograms, which will create a greater impact on the audience.
PERFORMANCE THEME
The tears that Mother Earth weep give life to a new form of
transportation and a new way to live our lives.
ACT I
Mother Earth plays with her children in paradise. But something
threatens their world.
Click when youve had enough!
ACT II
Paradise is threatened with destruction by its own inhabitants.
Mother Earths weeps.
ACT III
From Mother Earths tears grows a glorious tree. The tree
transforms into the new car.
NEW CAR BIRTH
Stepping out of the new car, the CEO of Mercedes Benz and the
CEO of BYD appear to give speeches. (Exclusive to rst show.)
TEAM
The Rose Alliance
GUO PEI

Creative Director

The Queen of Chinese Haute

Couture

Council Member of China Fashion

Designers Association (CFDA)

Member of CFDA Fashion Art

Committee

President and Chief Designer

Rose Studio Couture Co., Ltd.
JACK CAO

Team Leader

CEO of Rose Studio

Couture Co., Ltd.

CEO of Rose Studio

Culture Co., Ltd.
VICTOR MUH

Deputy Team Leader

Awarded Best soundtrack X-Dance Action Sports
Film Festival 2006 (as producer/director)
Awarded Mako Audience Choice - Delray Beach
Film 2006 (as producer/director)
The Red Thread Short Film commissioned by
Austrian government - 2011 (as producer/director)
Lumire dEspoir Short Film commissioned by
Citron - 2010 (as producer/director)
Lu Liu Fashion Show at 2010 Citron Press
Conference
Adrenaline Hunters: The Movie - actions sports
documentary in 2006
QIU YUE

PR & Marketing Director

Producer and host of the

popular TV shows Fashion
Avant-garde and
Attractive Frontier on
Beijing TV

Actress in numerous lms

and TV shows since she was
a child.
JERRY ZHANG JIAN
Design Director
Professional Model Committee Chairman of
China Fashion Designers Association
Founder of the New Silk Road Models Co. and
Beijing Concept 98 Model Agency
1989 - Execution of Pierre Cardin fashion show
in Imperial Ancestral Temple
2002 - Executed opening ceremony and fashion
show for Vancouver International Fashion Week
2005 - Participated in execution of Armani
fashion show at Shanghai Binjiang Avenue
2006 - Participated in execution of Armani
fashion show at Shanghai Grand Theatre
JOHNNY ZHOU

Art Director
2007 - Shanghai Auto Show Honda press
conference
2006 -Nissan CBU Launch
2005 - Audi A4 Launch
2005 - Toyota Reiz Launch
2005 - Toyota Crown Launch
2004 - Jaguar World Premiere
2003 - Swatch Launch Event
2002 - BMW Fashion Show
ARIC CHEN

Exhibition Curator
Art Basel Miami Beach/Design Miami
(US)
the Center for Architecture (New York)
Get It Louder (Beijing and Shanghai)
ExperimentaDesign (Amsterdam)
the Gwangju Design Biennial (Korea);
the Saint-Etienne International Design
Biennale (France)
Design Museum Holon (Israel)
DOU XIAO GANG

Production Manager
Owner of Beijing Hai Sen Culture
Development Company
SUBARU
TOYOTA
AUDI
BUICK
Ofcial Production Management of
China Fashion Week
RUSSEL HAINES

Graphic Design

Former Lenovo product/

computer designer

Russell has been designing

products in Beijing for 6 years,
with millions of designs
shipped internationally - having
led multiple Chinese & US
patents along with multiple
design awards.
WE LOOK FORWARD TO
WORKING WITH YOU!