Pilot Sublime

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On Sunday 22 January, the pilot of Sublime – an exciting new podium for cross marketing and brand experience – was launched with a fiery plea for radical innovation by trend watcher David Shah (View-Publications). Invitees were treated to a stunning series of brand manifestations, such as a veiled ‘design sketch’ by Mercedes accompanied by live violin music, or an olfactory installation of burnt Formula 1 tyre rubber for a new scent by Boss Bottled. The visitors were not put off by the experimental nature of the presentations, and judging from the enthusiastic feedback, Modefabriek can even afford to make the concept even more exciting and interactive. To be continued!