sdew 2012 ikea partnership proposal

8/9/2019 SDeW 2012 IKEA Partnership Proposal

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IN CONTEXT1 - 8 JUNE 2012



When all the arts inspire and flow into each other, when the boundaries between them lose their meaning, all is one.

*ONE cultural platform

Sofia Design Week Mellow Music FestivalSofia ContemporarySofia Dance Week

Sofia Architecture Week All of them are faithful to a common cause and bow to the same principles, values and mindset. All of them are

EDNO* – a platform for contemporary art, culture and way of life.*

ONE missionTo provide continuous development of local culture through delivering rich, innovative and high quality content, ac-cessible to all the community. To enable cultural exchange between local and international artists, to receive vast

media coverage and deliver return on investment for corporate partners.

*ONE goalTo promote and encourage contemporary culture and arts of the highest standard by propagating world-class art

and putting together a program of events open to all the community to experience and enjoy.

“Edno” in Bulgarian means “One”

ALL IS ONE



Quality

To continually promote and

improve the quality of thepresented contentSynergy

To enhance and encourage the

vitality of creative partnershipsbetween local and international

arts, art organizations, public

organizations, and corporatebusinesses

International Recognition

To enable the development of

Sofia as a cultural city ofinternational significance, in line

with its application for EuropeanCapital of Culture in 2019

Diversity

To celebrate diversity

apprehending sensitive issuessuch as social inclusion,

religious and ethnic tolerance

through the means of artisticexpression and creativity

Education, Learning andInspiration

To foster and nourish life-longlearning through access to new

ideas, trends and practices.To provoke genuine inspirationby bringing culture and art to life

and by stimulating emotion

Public AwarenessTo increase public awareness

with regards to innovative artforms and expression

Long-term Goals of the Platform EDNO



The festivals of EDNO - Sofia Design Week, Mellow Music Festival

Sofia Contemporary (starting in 2012), Sofia Dance Week andSofia Architecture Week represent a core platform in the

candidature of Sofia for European Capital of Culture in 2019.

This will be one of the most significant events in the contemporary

cultural history of the country and a chance for Sofia to appear on

the European map of culture.

The subject of the European Capital of Culture will be more and

more actively involved in the future media and public discussions

and will develop as one of the most important topics in the country

during the next few years. You have the opportunity to join in the

process before everyone else and be identified with it. By taking

this advantage you can be the leader, followed by the rest.

This socially significant and media-appealing cause will also

bring you:

• Recognition and media attention as a significant partner of this

large-scale project and a sponsor of the contemporary culture in

Bulgaria

• An opportunity to use the cultural events as a communication

platform for your brand and product portfolio

• Access to business associates and public institutions with

opportunities to exchange new ideas and launch successful joint

projects

Winning project: logo system of Sofia – candidate forEuropean Capital of Culture 2019

An international contest was held and on 10 Jun 2011 the InternationalJury announced its choice. More than 20 projects participated in an

exhibition in open urban environment, part of Sofia Design Week

Festival. The final choice was made by the general public through

Internet voting.

Sofia – European Capital of Culture



> is the biggest international festival about design and visual culture in the Balkans and Eastern Europe> happens every June since 2009> was awarded the prize “Event of the Year” for 2011 at the annual Eventex Awards, overcoming competitors in 11 differentcategories> attracted in 2011 around 50 000 visitors and presented 40 speakers from 13 countries, 25 international exhibitions and15 workshops on 50 design locations in Sofia> has a rich and intense program: forum with speakers from all over the world, free exhibitions, workshops, presentations,discussions, KIDS program, film screenings, open-air activities, networking gatherings, parties and good time> is an adequate and active platform that aims to position Bulgaria on the world map of design

SOFIA DESIGN WEEK (SDeW)



SPEAKERSThe Design Forum will present more than 15 international speakers from the forefront of world design: the most interesting

names with the latest developments in the sphere - from graphic, industrial and product design to interactive and critical design

David Carlson is a design en-trepreneur, facilitator, advi-sor and holistic thinker.SWEDEN

Raw-Edges - among manyawards Designer of theFuture Award Design Miami/Basel. ISRAEL

Tomek Rygalik - from lightingto medical equipment andelectronics to tableware; thebest known POLISH designer

Rianne Makkink - everyday objects in a different light, blur thealready-thin line between art anddesign. NETHERLANDS

Monica Khemsurov -SightUnseen, writes for Details,Surface and the New YorkTimes’s T Style magazines. USA

Teemu Suviala / Kokoro &Moi - designers of the year -FINLAND 2011 and creatorsof the visual identity of WDC

Geneviève Gauckler - thetalented and best knownFRENCH female graphicdesigner and artist

Bas van Beek - one of theharshest critics ofcontemporary designNETHERLANDS



EXHIBITIONS

Judge a Book by Its Covergraphic design / Croatiacurator: Lana Cavar

The Framestreet art / Bulgariacurator: Yordan Zhechev

Based on a True Storyproduct design / Bulgariacurator: Adriana Dimitrova

Context: Place - postersgraphic design / Bulgariacurator: Svetlana MIrcheva

New Worksbike design / Bulgariacurator: Valentin Vodev

Workshop with ThomasFeichtner - resultsindustrial design/ Bulgaria

Neva Balnikova jewelry design / Bulgariacurator: Neva Balnikova

Dimitar Delchev - Life Story jewelry design / Bulgariacurator: SDeW

When I grow up, I’ll Be...KIDS design / Bulgariacurator: SDeW

Chergaproduct design / Bulgariacurator: Cherga

Vicky Knysh - video, games,interaction, projectiоnKIDS design / Bulgariacurator: Vicky Knysh

REPROMOTION Designceramic design / Bulgariacurator: Krassen Troanski

Drawings on the wallmixed technique / Bulgariacurator: Graphitine

3 Universities - student exhibi-tions / BulgariaНБУ, НХА, НГПИ



EXHIBITIONS

American Crafts

graphic/product/textile de-sign / USA

Unhappy Hipsters

interior design / USAcurator: Unhappy Hipsters

Finnish Design Room

classic design / Finlandcurator: FinnishEmbassy+SDeW

Geneviève Gauckler

graphic design - posters/France

Everything is DesignPosters / Spaincurator: Óscar Mariné

The Hand Written LetterProjectmixed media/ UKcurator: Craig Oldham

DESIGN FOR FREEDOMFREEDOM IN DESIGNposters / Polandcurator: Rene Wawrzkiewicz

Vitra Design Maßstäbe – 100klassische Sitzmöbelchair design / Germanycurator: Vitra

Design from Macedoniaselection bySkopje Design Week

From Here To Here

sustainable design / Francecurator: Arine Prin

and more... with a selection of BG designs received after the SDeW Open Call



WORKSHOPS > STUDENTS for the first time a joint venture between SDeW

and the University of Forestry with a special guest Thomas Feich-tner (designer of the year - Austria 2011); the results in the sphere ofsustainable materials and their use for furniture will be shown as anexhibition during SDeW 2012

> Advertising signs from the times of socialismin Sofia recreation and preparation for putting them on a sepa-rate wall in the centre of Sofia as an installation; making of relatedtypography and posters

> BOOK DESIGN how are good covers made and what isthe process (with the Bulgarian publishing house JANET 45)

> JEWELRY competition, exhibition and workshop(with Atelie Marabu and Swarowski)

> PUMA Creative Factory design your own shoes

> RECYCLING making of new pencils from recycled items(with Ariane Prin / France)



KIDS> 2 interactive exhibitions for children> workshops:ILLUSTRATIONS made by kids on cup-cakes (with Take a Cake)

ANIMATION for kids (with the National Academy for Theatreand Film Arts)GRAFFITI writing - lessons and demonstrations by street artists

> ILLUSTRATION in childen’s books: a selection of books withBulgarian illustrations from recent years at the Sofia City Library> more to be confirmed

MOVIES > Film screenings with free access for the publicEames: The Architect and the Painter /USA/FinFilm: Bulgarian animated short films> SDeW TV series: selected films about designbroadcasted on Bulgarian National Television, BNT1



50 DESIGN SIGHTS

> 50 places in Sofia will have their own design content fora week > the game - gather stamps from all places and receivegreat valuable design prizes

BAZAR EMBASSIES> at the end of the festival we willsell a selection of products, jewelry,clothes, posters (etc.) from young

Bulgarian designers, who have par-ticipated with their creations in theprogram of the festival

> we have invited several festivals fromaround the world to show a selection oftheir own content through an exhibition,movie, presentation

> Lodz Design Festival (Poland), BeijingDesign Week (China), DMY Berlin (Ger-many), Mikser (Serbia), Paris DesignWeek (France), Moscow Design Week(Russia), Helsinki WDC (Finland), ViennaDesign Week (Austria), Design Indaba(South Africa), Skopje Design Week

(Macedonia), Design Week Sarajevo(Bosnia and Herzegovina)

PECHAKUCHANIGHT

> a block of eclectic presentationson design and creative topics; eachpresenter has 6 min.and 40 sec. toexplain their idea

50 DESIGN SIGHTS

> a challenge for the audience to discover the “treasure map” ofdesign hotspots around the city> 50 selected locations in Sofia will have their own design contentfor a week > the game consists in collecting stamps from all locations to par-ticipate in a lot for design prizes of great value



BIKES> EXHIBITION - BG prtotypes and new models from local designers along withinterviews from the six biggest producers of bikes in the country

> INTERNATIONAL COMPETITION - together with Sofia Association forDevelopment - design of a bike, a bike stand and systme rent-a-bike speciallydeveloped for Sofia; start SDeW 2012 - results and exhibition SDeW 2013

> BIKE TOURS - around the 50 design sights with bikes on rent

PARTIES > Opening and Closing networking events featuringfestival participants and guests, corporate and insti-tutional partners, creative industry professionals and



TARGET AUDIENCES

Exhibitions, Workshops and Open Programvisitors: 30 000+

age: 5 – 65; male/female – 50/50students; professionals of different fields with various income levels

General Audience: urban people with active social life who take interest in design in particular or new culturaltrends and events in general

Professional panel of lecturesvisitors: 1 000+ age: 25 – 40; male/female – 50/50

students; mid-to-high income professionalsProfessional Audience: graphic, product, web designers; architects, advertising agencies, journalists, academ-

ics and students, representatives of corporate business and local authorities, media, leading experts fromvarious creative industries



atSOFIA DESIGN WEEK 2012

Partnership Opportunities



BENEFITS FOR IKEA

BENEFIT from the opportunity to reach the unique target audience of our festivals. This will enable you to promote the IKEA

brand and products to active and extrovert urban people with progressive attitude towards design and innovation.

BECOME part of one of the trendiest cultural events of 2012. Increase your target audience’s awareness of and excitement withthe IKEA brand by actively participating in the official program of Sofia Design Week with specially organised IKEA activities.

ATTAIN positive brand value in association with forefront cultural event that contributes to the wellbeing of the community. Thisway your brand will deliver a valuable message to its current and potential customers, thus gaining their increased interest andinvolvement.

GET extra publicity and non-intrusive promotion of your brand in the media by getting involved with an event and a cultural

platform that enjoy vast media attention.

APPRECIATE the networking opportunities: EDNO can be the most adequate platform to connect and form viable bonds withBulgarian and foreign designers, specialised media, other businesses and public institutions.



IKEA exhibition

dedicated to IKEA’s commitment to design through the years and today- one of the “50 Design Sights”

- composed of two parts:

1. The History of IKEA in images: prints of archive pictures with text, old catalogs, icons of IKEA design2. New IKEA – the PS Collection: selected objects from the designer’s collection of IKEA

NB: We will rely on IKEA’s full support for the organisation and the smooth running of the exhibition during the entire duration of the festival

IKEA ACTIVITIES



IKEA workshop

dedicated to interior design solutions

- IKEA designers will demonstrateoriginal interior solutions workable inevery home

- 5 topics in 5 consecutive days:Colours, Lighting, Small Spaces,

Children’s room, Office

- the workshop will take place at theIKEA store and will be open to every-one (after registration)

IKEA presents

Suggest a number of items to bedistributed on the closing day forthose who have collected the 50stamps in the 50 Design Sightschallenge

(in 2011 we distributed 35 designitems that were hugely appreciated

by the public - they were advertisedthroughout the challenge andencouraged more people toparticipate)

additional opportunities:

> Workshop/ competition for textile & pattern design (could be a separate activity or one of the 5 IKEA workshop topics)> Guest speaker: invite an IKEA designer to address the professional design audience of the festival> Participation in the KIDS Program: organise a workshop/ game for kids and parents in the context of SDeW KIDS

IKEA party

Use the festival’s wide fan base andaccumulated network of contactswith designers and artists to organisean original networking event at theIKEA store

- on the closing day of the IKEAworkshop or of SDeW (Fri, 8 June)

- advertised through the communica-tion channels of the festival (website,program booklet); invitations can bedistributed throughout the week tofestival guests and fans

IKEA ACTIVITIES (cont.)



PARTNER Package

All organised IKEA activities will be announced as part of the official program of Sofia Design Week andwill be publicised through the communication channels of the festival: program booklet & brochure (60

000 circ.), official website (avg. 18 000 unique visits/month), Facebook profile (8,446 fans)

Logo positioning in the entire advertising campaign of the festival:

- Outdoor – billboards, buss stops, city lights, etc. (see attached Media Plan)- Weekly and monthly editions – Max, Amica, L’Europeo, Vice, Programata, Signcafe, Intro and

others tbc (see attached Media Plan)- Official website of the festival, “Partners” page- Official program booklet, “Partners” page (30 000 circ.)- Official program brochure inserted in the daily newspaper “24 hours” (30 000 circ.)- Branding of locations where festival is held

Your own advertisement space:- 1 full page in the official program booklet of the festival (30 000 circ.)

Free accreditations for all lectures of the International Design Forum



INCLUDES the PARTNER package

+

Incorporation of IKEA cult items (a chair, abin etc) in the visual identity of the festival –these items will be become iconic for SDeW

2012 and an inseparable part of its extensiveadverising campaign

(outdoor, print, online)+

IKEA logo placed first in the line of partner

MAIN PARTNER Package



GENERAL PARTNER Package

INCLUDES the MAIN PARTNER package

+

Exclusively for General Partner:

> IKEA logo incorporated in the visual identity of the festival for maximum visibility

> Additional logo positioning in:

Special exhibitions promoting each festival at Sofia Airport – 10 days prior to the festival andfor the entire festival duration

Branding of festival’s official press conference

> Presence of IKEA representatives at the official press conference of the festival

> Additional advertisement:Sponsor cues broadcasted along with festival’s film program on Bulgarian National TVWeb banner on the official website of the festival (avg. 18 000 unique visits/month)



PACKAGE PRICES

We welcome the opportunity to submit our Proposal for Partnership to you. With our accumulated experiencein organising forefront cultural events, we can supply the required expertise, creativity and flexible approachfor this project.

We believe this will be an attractive opportunity for IKEA, as traditionally our festivals benefit from impressiveadvertising campaigns, strong interest and recognition from the active urban audience.

We are open to discuss and implement the presented ideas so as to position your brand and products in themost creative and rewarding ways.

PARTNER Package : EUR 10 000

MAIN PARTNER Package: EUR 15 000

GENERAL PARTNER Package: EUR 25 000(prices are VAT excluded)

If needed, we will be pleased to discuss the content of the presented material with you.

We look forward to collaborating with you!



Silvena Ivanova Assen Assenov

Business Development Manager Producer

M: +359 895 508 804 M: +359 888 560 938

E: [email protected] E: [email protected]

edno.bg

CONTACTS

sdew 2012 ikea partnership proposal

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