name , and the need for high-impact excitement . For the Liz Claiborne associates , the product launch event would become an evening out at “ Club M .” To start with , “ Club M ” wasn ’ t just the hottest nightclub in the area ; it was a select club for the very chic ( that is , Liz Claiborne associates ). That meant a black canopied entryway between a boulevard of palm trees , attractive male bouncers and even people assigned to wait outside the entrance and not get inside — thus helping to create the atmosphere of ultimate chic .
That atmosphere was maintained inside as well , where the “ Club M ” décor created sultry Latin imagery and anticipation of a gala event , while steering clear of any hint that a “ typical ” business meeting was about to occur . “ We recommended that the first night at “ Club M ” be given over to entertainment and creating an image ,” Jones said . “ There was no video screen in sight when people walked in and no executive presentations were scheduled . We wanted to immerse the attendees in this unique environment .” Decorative touches like palm tree clusters , fabric-draped columns and ceiling coverings , oversized art deco design floral treatments and private bars with tropical drinks combined for a hip , festive setting . “ Club M ” also featured a dance floor with professional dancers ( at least at first — until some of the attendees joined them ). A live band , cast and directed by Media Matrix , played the hottest Latin tunes . And the bandleader , acting as emcee to welcome the “ guests ,” set the stage for the meeting . The result was a perfect setting for the new Liz Claiborne fragrance about to be revealed . As the bandleader introduced the new product , a vibrantly lit Kabuki curtain dropped to reveal a video screen and the start of a fastmoving , two-minute product-positioning video produced by Media Matrix . The close of the video blended its Latin beat and up-tempo images into a perfect segue to the new product itself .
pieces , a high energy Latin band , falling confetti , lighting effects and cold air inflatable figures . “ Shooter ” vials were also distributed for the attendees to sample the new fragrance themselves . Two key Liz Claiborne executives were then introduced , not as standard “ presenters ,” but as guests of “ Club M .” A brief exchange with the executives ( whose formal presentations took place the following day ) was followed by the unveiling of the MAMBO TV commercials designed to kick-off the campaign for “ the fragrance sensation of the year .”
The event concluded with cocktails , dinner and dancing in a festive party mood , combined with live entertainment — all provided through Media Matrix . The end result was a unique and exciting event that provided Liz Claiborne with exactly the kind of energy they needed to launch a bold and innovative new product . And , thanks to the expertise of the Media Matrix team , every element involved in the meeting — location , décor , presentations , live entertainment , multimedia , staging and special effects — reminded the attendees of the contemporary Latin-culture that inspired the latest Liz Claiborne creation .
Media Matrix is a Horsham , PA-based communications company involved in the production and staging of business meetings , webcasts and teleconferences ; interactive multi-media development ; videotape production and print collateral design .
The initial image of the product was the signal for a spectacular visual and musical celebration to begin , featuring live dancers , hydraulic moving set