The specialty department store chain will supply the 16 designers with its usual wall of handbags, accessories and shoes to complement competition looks each week. Meanwhile, the reality competition has inked a partnership with Lord & Taylor as the show’s new retail sponsor. “Fans can stand in front of a white scrim, have their photo taken and send it to their families.” “The most iconic piece of our runway is the scrim, where models walk behind and create shadows,” he said. STORY: Katie Holmes Set as ‘Project Runway: All Stars’ Guest Judge The photo shoot backdrop hits Los Angeles, Chicago, New York and Boston. It’s quite a feat to be able to get all the talent to pose and shoot and be installed inthis gigantic 20-foot screen.”īeyond Manhattan, another marketing initiative will let fans frequent a nearby pop-up Project Runway booth to pose for what the show is calling a “Make It Work” moment and share them via social media channels. “This will let fans experience Heidi pointing and nodding in approval or turning to Tim Gunn, who might have his fingers on his chin in disapproval. “Everyone wants to be a fashionista, and everyone would love to have that experience of being on the runway,” Nolan said. Nolan said this is only the second of its kind in the world (the first was on display at a trade show in Asia). The idea of the interactive installation came from U.K.-based Civic Entertainment Group and Nexus Interactive Arts. “We wanted to capture something unique and dynamic for the new season,” Nolan said, adding that execs reached out to several agencies. The installation will be in place from Monday-Thursday between West 15th and West 16th Streets, and a VIP red-carpet private even twill be held at the High Line on Tuesday. PHOTOS: Emmys 2012: THR’s Reality Roundtable Guests Reveal All Passersby can walk the “virtual runway” and get nods of approval or disapproval from host Heidi Klum, mentor Tim Gunnand judges Michael Korsand Nina Garcia. Nolan said the extra money is mostly being spent on TV spots this year but pointed to several new initiatives to celebrate the show’s decade on the air (it started out on Bravo before moving to Lifetime with season six in 2009).Īmong them is a 20-foot-long interactive installation on the High Line, an elevated freight rail line transformed into a public park on Manhattan’s West Side. It’s also important to recognize that it’s season 10 and that we’ve had the same talent for 10 seasons and recognize their commitment to the show.” To complete in the competition show you have to be competitive with your budget. “It’s one of our three tentpoles, and it’s a show we’re still wildly crazy about investing in. “For a cable TV launch of a show, it’s a significant commitment,” he said.
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