Client: Merlin Entertainment
The Persuaders create New ‘behind-the-scenes’ fashion experience at Madame Tussauds London starring Cara Delevingne and Kendall Jenner
The new addition to the attraction offers guests a peek ‘backstage’ at an international fashion event brought to life through a multisensory set, plus fans get to hang out with two of the fashion world’s most famous faces – Kendall Jenner and Cara Delevingne (plus a guest appearance from Anna Wintour*).
Jules Heaton – Global Brands Marketing Director, Madame Tussauds commented ‘The Persuaders were engaged by Merlin Entertainment as Creative Directors to design and style the new experience based up upon their work with fashion brands during London Fashion Week and their continuing successful work within the immersive events industry. Our aim is to increase the immersive element of the attraction and The Persuaders were the ideal agency to help us achieve this.’
Fans relished the opportunity to ‘get runway ready’ with Kendall, whose amazingly lifelike figure is positioned ‘backstage’, casually seated at a makeup table preparing for the catwalk. After checking out rails of some of the latest trends, guests can sit beside her at their own tables strewn with products from official London Fashion Week partners, Maybelline New York and TONI&GUY, with the smell of Lavazza coffee in the air.
Then it’s on to the catwalk to pose alongside Cara’s likeness, impeccably dressed in a shimmering Yves Saint Laurent dress she wore to the Paper Towns premiere, recreated to the last detail by the fashion house exclusively for Madame Tussauds London. And, as guests sashay down the runway they face the scrutiny of none other than Anna Wintour – Editor-in-Chief of American Vogue, famous for her pageboy haircut and oversized sunglasses.
Andy McDonald, The Persuaders Creative Director commented ‘it’s an honour and very exciting for us to work with such a recognisable international brand and help them achieve new ideas. We worked with a brilliant team from Madame Tussauds and right from the start we helped them conceive the experience, how it could become more immersive and celebrate the intensely vibrant world of fashion at Fashion Week’
The experience has taken six months to develop and The Persuaders worked closely with Madame Tussauds to ensure authenticity wasn’t compromised whilst logistics continued to work within the space. Around 20 artists worked on each figure and it took four weeks alone to create Cara’s trademark eyebrows with each hair inserted individually by hand.