A Party in the Middle of a Museum

Viola Wrede, Design IBT for Vila

For this blog post I want to take you back too some rainy days in December, where I was a part of Vila’s first physical sales meeting since Covid hit. So it was a big deal, when we finally, after 2 years of Corona, could invite the different country representatives to Vila. It was going to be big. We had rented a venue outside Aarhus where we put up the collections.

The Sales meeting event ran across 3 days, where the Pre Autumn Collection 2022 was presented. We, the design team, had prepared a show, in order to show the trend and story behind the collection.

After the show, the country representatives were shown the collection seperated into their countries, by the sales-girls. As an IBT, i was walking around between the different groups of people, listening to their feedback on the styles, what didn’t fit their costumers, what they liked and what they loved. I learnt a lot about the different countries/costumers, from the direct feedback and just took everything in.

After the days outside Aarhus, we moved into the middle of the city on thursday evening. Vila had rented Aros, the whole art museum for our launch of our new plus size-brand Evoked and new marketing campaign. After this we had a great dinner, with a view over Aarhus city as well as great drinks.

Then for the last part of the evening, we were literally dancing in the middle of the museum, with art over our heads and there was a live performance from musician Iris Gold.

It felt like a culmination of our hard work on one of our biggest collections of the year. It was indeed a special week.

— V