Write up of Vivienne Westwood Exhibition

The Vivienne Westwood Exhibition Launch was a gallery of Vivienne Westwood collections. It was displayed in only London and Sheffield in the UK. It is probably the biggest event that has been hosted at the galleries.

Purpose: The purpose of the event was to raise awareness of the exhibitions by social media and word of mouth. The awareness of the event was not just to raise awareness for Vivienne Westwood as she is already a high profile celebrity, but it was to attract attention for the galley. It was designed to attract lots of press coverage for the gallery and the area as well. It was also to show the hospitality of Sheffield and the Gallery.

Funding: The Sheffield council paid for the event as it would raise money for the city itself. It generated an estimated £1 million for the area itself altogether. The museum also made money from selling exclusive Vivienne Westwood merchandise.

Target Audience: The target audience was an array of people. VIP's from the music and fashion scene were invited, a member of the Arctic Monkey's attended. Funders and sponsors of the Sheffield galleries were invited to the event to show off the exhibit to them. Many local officials attended the event like the Mayor of Sheffield who made a high profile appearance. Key people from the music, art and creative scene of Sheffield were invited too. Journalists and bloggers were invited so they can write about the event and promote the gallery to those people that would be interested in the event, this would also help raise awareness. People who wear Vivienne Westwood clothing were invited as they would help give a feel for the event and promote the clothing. There was a strict guest list to prevent uninvited guests as it was such a high profile event.

Design/Style: Invitations were used which had an approved image of Vivienne Westwood, it had to be approved as otherwise the company may back out. There was a red carpet for the entrance of the event and many photographers at the entrance to take photos of the celebrities and guests. There was a strict event running order as there were many speeches from the council as well as Vivienne Westwood herself so everything had to be timed carefully.

Location/Suitability: Millenium Galleries and the Winter Gardens were purpose built to host events like these. They play host to an array of experienced event managers and staff. The gallery is all on one level and has ramps and lifts for disabled people at the galleries entrance. VIP guests had a 'green room' to relax in and go to so they do not get bombarded by the press and crazed fans. There was a PA system that had to be hired out as well as an externally hired DJ.

Legal and Financial: The venue had a alcohol license as it plays host to many events a year. All the creative aspects of the events needed approval by the Vivienne Westwood team. Some guests attempted to sell their tickets on eBay, the user ID's were logged and those people struck off the guest list.

Health & Safety: There were no drinks allowed in the gallery to prevent any spillages on the floor of the gallery or the outfits on display as many were one offs. The cables in the gallery were taped down to prevent people tripping over them. There was a max of 1000 people allowed in the gallery at once so the gallery staff had to be aware of numbers. Security on the floor had to be aware of people around the gallery and fire escapes had to be known. Broken glass and spillages had to be sorted right away to prevent health hazards.

There were around 25 staff on in the day, as there were 2 bars to be attended. The money was made as the event cost £6 per ticket, also people from other cities would buy lunch and souvenirs at the event which would raise money for Sheffield. The Gallery photographer took many photos as well as Dan Sumption and Jackie Bellamy. There were lots of shocking punk clothing items on display but this was not an issue as many of the people knew what they were in for.

The exhibition was good as the display had a large array of clothing from an eccentric and idolised British fashion designer. It was very well put together, with no displays too full or too empty. The Ambience created in the exhibit was good, as the soundtrack was not ignored, but it wasn't too loud, giving a calm atmosphere for quiet chatter about the pieces.