Goals and objectives
Welcome to Maasmechelen Village! Maasmechelen Village (MMV) has a unique character, a unique atmosphere and provides an exceptional experience within The Bicester Collection Group. Through the periodic collaboration between retail and art projects, MMV provides an extra experience, an extra qualitative touch.
During the spring and summer period of 2023, the Village provided visitors with a royal surprise through an extensive collaboration with Princess Delphine of Belgium, entitled Love Imperfection. An exceptional and extremely rare royal collaboration for Belgian means. In addition to a powerful awareness boost through earned and paid media, this concept provided a major uplift to the Village experience that was noticed and appreciated far beyond our borders.
Besides the many installations and personal works by Princess Delphine, the Princess also offered young talent the opportunity to develop their ideas within the project. The collaboration with 12 young, versatile artists gave an extra ingredient to the overall collaboration.
Through a cross-media and strategic use of the available media budget, we managed to enrich a substantive campaign in TV, print and digital/social with strong editorial content, locally and nationally.