On the occasion of its 120th anniversary, the famous Moscow department store GUM decided to carry out a special marketing campaign on Red Square in Moscow.
From 2nd December to 19th January they planed to hold an exhibition of Louis Vuitton suitcases inside an oversized Louis Vuitton suitcase! The suitcases on show belonged in the past to famous people.
The proceeds were to go to a good cause: the “Naked Hearts” charity, which belongs to the Russian model Natalia Wodjanowa and which takes care of underprivileged children.
However, the three-storey-high and 34-metres-long object did not only meet with the great enthusiasm of Moscow’s citizens.
After various arguments over the pros and cons, the massive advertising pavilion had to be temporarily dismantled.
However, the shortened life of this promotional object does not diminish the logistical challenges posed by such a project. BTG Expo GmbH in Frankfurt, together with their French partner, executed this project both reliably and on schedule.
Furthermore, due to the premature dismantling of the “suitcase”, all parties faced additional challenges.
Until its reconstruction on 1st January 2014, the complete “building” was warehoused by BTG Expo, before being transported to its new location.
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