Oscar de la Renta × MyTheresa
A debut party, 63 floors up, shared by the room.
Oscar de la Renta and MyTheresa wanted a photo experience to elevate the debut party for their new exclusive collaboration. The Self-Portrait Project answered with a studio setup tuned to the collection's materials and color, letting influential guests shoot, curate, and share their own portraits on the spot.
The brief
Oscar de la Renta and MyTheresa sought a photo experience that would properly elevate the debut party for their new exclusive collaboration. The single-evening event, staged at SAGA on the 63rd floor of a landmark Art Deco tower in New York's Financial District, was built around influencers and high-profile guests whose social reach the brands wanted to activate.
What we built
The Self-Portrait Project set up in the atrium with a white backdrop and beauty dish strobe lighting, tuned to emphasize the luscious materials and color of the featured dresses. Guests used the project's QR Remote technology to take full control of their own image capture and receive portraits directly on their phones, capturing both the clothing and the personalities and design sense of the attendees.
The outcome
Across the one evening, the activation drove 16 million-plus in reach at a 2.8% engagement rate. Because portraits were delivered digitally, social-media-savvy guests could curate and share their images to their combined millions of followers, driving organic amplification of the collaboration through the attendees' personal networks.
From the shoot
Want something like this?
Tell us about the brand, the venue, or the room. We'll design the experience and the output around the mirror at the center.
hello@selfportraitproject.com · +1 917.714.3492