TJMaxx: Secret Garden

Event Synopsis:

The goal of this assignment was to increase awareness and generate buzz about the high-quality Runway category at T.J.Maxx with fashion and lifestyle editors. We were engaged by Edelman to build out an immersive experience that detailed a narrative about discovering fashions best kept secret. We were asked to ensure that the space felt seasonally appropriate without losing the air of exclusivity and mystery built into the original speakeasy concept that the client gravitated towards. ​
​
Once we landed on the idea of a secret garden, we worked through venues that would be aesthetically conducive to an event built on the ideas of mystery, secrets, and exclusivity. Knowing that the environment was key, we developed a guest experience narrative capitalizing on the venue layout, natural aesthetic, and every opportunity to surprise and delight. During the evening, attendees enjoyed a three-course meal accompanied by three mini runway shows, conceived specifically for this event, that displayed luxury items curated by spokesperson Law Roach. The first course was a celebration of spring trends, with vibrant colors and prints. The second course captured timeless and classic Runway looks, The third course turned guest focus to accessories and jewelry.⁠​

With only three and a half weeks from green light to execution, we knew we had to pay extremely close attention to every detail of the event, and treat each element like an act of a play – building blocks that help tell a cohesive story with a throughline narrative. By doing so, we were able to use AV, props, and effects to seamlessly move guests through the experience. By brainstorming creative solutions to obstacles with our production partner and the Edelman team, we were able to ensure that our guests were immersed in our story from the moment they received their invitation– a key to our secret garden– to the moment they left our space with their customized garment bag filled with surprises.

Highlights Included:

• Secret Garden Transformation: Multi-room environment designed to evoke mystery, secrets, and exclusivity.
• Mini Runway Shows: Three-course fashion presentation curated by Law Roach, aligning with seasonal and classic Runway collections.
• Immersive Guest Journey: Narrative-driven experience guiding guests through AV, props, and creative effects.
• Customized Takeaways: Guests departed with personalized garment bags and curated surprises.

Key Responsibilities:

• Creative Development: Collaborated with TJ Maxx designers and production teams to concept and execute the fashion show.
• Guest Journey Design: Developed a transformative, multi-room narrative experience that immersed attendees from entry to finale.
• Executive Production: Oversaw all event elements, including production, vendor management, and creative execution.
• Venue & Vendor Management: Led venue sourcing, contracting, and full vendor oversight.
• Talent Management: Directed model casting, fittings, and onsite management to ensure seamless integration with show themes.
• Culinary Integration: Procured and managed catering, ensuring menu and fashion show storytelling were fully intertwined.
• Fashion Show Execution: Managed logistics, and live production for a flawless runway experience.