Reading Experiential Retail Event in Dublin


Case Study / 29.4.19

Experiential Retail Event in Dublin

Creative Experiential Retail Event

Premier Events supports the brand Michael Kors with a creative experiential retail event in Dublin.

We were approached by the brand, Michael Kors to deliver and run an experiential event using an interactive prize kiosk at their Arnotts Department store in Dublin, Ireland. This piece of equipment would engage new and old customers within the store, by giving them a chance to win a Michael Kors prize.


Michael Gregson

Michael Gregson

Digital Marketing Manager

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How Did The Retail Experiential Event Work?

RFID cards were handed out by brand ambassadors to customers across the Michael Kors outlet in the department store store. Customers would then scan their card on the experiential prize kiosk using the built in RFID scanner which would then activate the roulette style software on the screen.

The customer would then swipe across the screen, which would spin the wheel of Michael Kors labeled cards, they would then have the option to pick any card by selecting it on the screen. This card would then spin around and reveal whether they were a winner or not. If they were lucky enough to win, a picture of their prize would display on the screen.

Planning The Retail Experiential Event?

In the build up to this creative experiential retail event there was lots of background work that went into planning to ensure everything ran smoothly and there would be no issues.

We had to work out all logistics challenges with this being an international trip to Ireland. This involved booking freight ferry’s to and from Dublin. Furthermore, with this taking place over the weekend the UK was initially planned to leave the European Union (initial Brexit weekend), we also had to plan for any difficulties this might have imposed transporting goods in and out of the UK.

Another task was liaising with Michael Kors themselves to work out what prizes they planned to give away at the event. We had to photoshop the images of the eight prizes in total on to the Michael Kors cards, so that the software would be able to display them correctly.

There was also talks with the software developers to ensure the whole system was up to date, and any new code was developed that would be needed. This included updating the latest ‘Terms & Conditions’ we received from Michael Kors, specific for the event in Dublin.

Our content and creative team had an important role within the build process to ensure the experiential prize kiosks looked aesthetically pleasing, but also the software and touchpoints met Michael Kors brand guidelines. Our content & creative team are usually involved in projects like experiential events and brand activations at ideation stage right through to event delivery.

Overall this creative experiential retail event worked extremely well with the Arnotts store in Dublin, attracting over 600 customers using the experiential prize kiosks. All eight prizes were given out to eight lucky winners, whilst some of the customers that did not win proceeded to have a browse and purchase other items from Michael Kors.

Brand Feedback

I just wanted to reach out to say thank you very much for your support with the Arnotts event. We have received some very positive feedback from the team regarding the prize kiosks and how customers really enjoyed this experiential retail activation!

Also, I have heard Chris from the AV Production team was a real asset on the day and worked really well with the Arnotts team, so please do make sure to thank him on our behalf.


Michael Kors Experiential Retail Event


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