CIRQUE DU SOLEIL MERCHANDISE HOW TO

In addition, Miller Zell's design had to be flexible enough to adapt easily to show concepts that change annually. 'I chose Miller Zell,' said Landi, 'because I was impressed by the very different design approaches they had taken on other projects, each of which reflected the objectives and specific personalities of their clients.'

CIRQUE DU SOLEIL MERCHANDISE HOW TO

Understanding how to go about that required Miller Zell's design and strategy teams to immerse themselves in the culture of Cirque du Soleil, learning about touring logistics, the Cirque du Soleil brand philosophy, show themes and building a symbiotic relationship with Landi's merchandising group. The challenge, however, was devising a system for a traveling show that would be assembled and disassembled repeatedly over several months of cross-continental travel. The goal for Miller Zell was to create a retail environment that delivered a complete brand experience, from concept, development and engineering through to production and implementation. PHOTO GALLERY: See a slideshow of the Cirque du Soleil retail experience With Artful Living as Cirque's driving design concept, Miller Zell came up with the theme of 'Souk du Soleil.' Souk, which translates to marketplace, was the theme that led design of a retail and bistro front-of-house intended to be as theatrical and captivating as Cirque itself. 'While immediately functional, we felt the existing system did not quite create the ambiance and spirit which would help to extend our patrons unique experience outside of the show.'ДЄfter interviewing several design companies, Landi engaged Miller Zell, a retail design and strategy firm based in Atlanta, Georgia, to develop a concept for the retail and bistro tent. Rodney Landi, vice president of merchandising and hospitality for Cirque du Soleil, recognized an opportunity to expand the performance experience into the concession and retail shop creating a marketplace truly in sync with the brand. A dark blue custom fixture system based on the mechanics of road cases previously served as the display environment, however it left the merchandising and concessions space disconnected from the fantasy-like Cirque experience. Cirque du Soleil shows are synonymous with creative design, elegant acrobatics and unrivaled performances that meld circus with theatrical storytelling in a way that has made it world famous.Д¬irque's 25-year history of classic shows have a passionate following of patrons who enjoy purchasing a reminder of their show experience at touring shows and permanent installations including everything from custom clothing, hand-crafted art, DVD's and various other manner of memorabilia.

Cirque du soleil merchandise