STYLE STAR DEBUTS NEW CONCEPT IN CANNES
StyleStar Lounge brings together film, fashion and technology on La Croisette from May 12-23, 2010.
PARIS, April 14, 2010. Marina Garzoni, founder of the Style Star concept, is proud to announce the presence of Style Star Lounge in Cannes from May 12-23. The Lounge, which covers a 1,000m2 area, is presented in cooperation with MSN Microsoft, Mercedes AMG and Mikros Image, and will be located on the Croisette in front of the Carlton Hotel.
The Style Star Lounge is a new concept space positioned at the crossroads of cinema, fashion and technology. Central to the concept is short film content, featuring both branded and independent clips, which are adapted across media formats and made accessible to a wider public. An online channel developed in partnership with MSN (stylestar.msn) will broadcast quality content dedicated to film, celebrities and fashion from May 12th-23rd.
A pioneer in online film marketing for the luxury sector, Garzoni in 2007 unveiled the Style Star concept, which was developed by her company Moda e Tecnologia and presented in Boston in cooperation with MIT Media Lab. The idea: To create a set of customizable marketing and technology integration services to help brands run coordinated digital marketing campaigns across multiple platforms (web, social networking sites, mobile phones, in-store kiosks and video games) and offer an enhanced brand experience. Fashion and luxury brands were invited to present short films featuring their products; high-profile industry players gathered for a ‘red carpet’ premiere, after which the videos were made available via internet, on mobile television and at special events.
To consolidate this new brand language, in 2009 Garzoni launched the Style Star Short Film Festival, which was held during the 66th Venice Film Festival. Louis Vuitton, Chanel and Ferragamo premiered films at the event. Its launch on the stylestar.msn web site was met with immediate success, with 1.9 million page views and 30,000 streaming video requests in the month following launch.
“We believe that now is the right time for a presence in Cannes, and given the international stature of the festival, it will be an important step in the growth of our platform,” said Style Star founder and director Marina Garzoni. “It is the first venue dedicated to bringing together the best of the world of fashion, film and technology in one place.”
To mark its presence in Cannes, on May 21st Style Star will host its first “Style Star Night”.
The Style Star Lounge is comprised of two mini-theaters for screening short films as well as cutting-edge 3-D projections. These theaters are named for the event’s sponsors: Mercedes AMG and Mikros Image, winner of the 2010 Oscar for short film, Logorama. A separate area will be dedicated to web interviews for stylestar.tv. Talk shows featuring special guests from the worlds of fashion, film and business will be aired from May 20-22. A special section of the Style Star lounge will be dedicated to showroom activities for dressing celebrities and VIPs, hosted by the Karla Otto.
In addition to the red carpet area, the Style Star Beach and Lounge will feature a press area, a bar and restaurant, central lounge and exclusive spaces for private screenings and parties. A 600m2 private terrace offers a stunning view of the bay of Cannes.
Press contact • Karla Otto Paris • Michel Hakimian • michel@karlaotto.com • Tel 01.42.61.34.36
