To celebrate PROJECT RUNWAY's milestone 10th anniversary, Lifetime, in partnership with Friends of the High Line, will transform a portion of the High Line in New York City into a virtual runway with a dynamic, 20-foot long, interactive installation on the elevated park featuring the stars of the Emmy(R) Award-nominated hit show host Heidi Klum, mentor Tim Gunn and judges Michael Kors and Nina Garcia.
The centerpiece of a multi-market, multi-platform campaign designed to give Project Runway fans and fashionistas the opportunity to live, capture and share their "Make It Work Moments," the exhibit, features innovative human tracking technology that mixes real-timevirtual emotions of Klum, Gunn, Garcia and Kors reacting to passersby as they walk the High Line. The runway installation will be open to the public from Monday, July 16th, through Thursday, July 19th, at the Chelsea Market Passage, the passageway on the High Line between West 15th and West 16th Streets. Visitors will be also able to share their "Make It Work Moment" with the world online at hash tagged #MakeItWork and strut the runway, July 16th, 12 p.m. to 10 p.m., July 17th from 8 a.m. to 12 p.m., and July 18th and 19th, from 12 p.m. to 10 p.m.
A celebration of Project Runway's 10th anniversary will be held at the High Line on July 17th with a VIP red carpet private event featuring Klum and other members of the Project Runway cast. The 10th Season of Project Runway, with 16 new designers, premieres on Lifetime, beginning Thursday, July 19th, at 9 p.m.
The installation marks the first time that Friends of the High Line has partnered with a national brand to present an interactive public installation of thisnature on the High Line itself. The project was created by Civic Entertainment Group and Nexus Interactive Arts, a UK based arm of 2012 Cannes Grand Prix award winner, Nexus Productions.
"The High Line is, in essence, a runway - visitors from New York City and all over the world come and walk on an elevated platform in the heart of the MeatpackingDistrict, the city's epicenter of fashion and design, so this is an incredible partnership where style, culture and community meet," says Diane Von Furstenberg, CFDA President and High Line supporter.
"It is only fitting to celebrate the 10th anniversary of Project Runway, a force in fashion and culture, by inviting people to express their own style -- 30 feet up in the air on the High Line and in the heart of downtown New York," said Lifetime Networks President and General Manager, Nancy Dubuc.
"We are so thrilled to be partnering with Lifetime to celebrate the 10th anniversary of Project Runway and the debut of the show's new season," said Joshua David, Co-Founder of Friends of the High Line. "This innovative installation shows how public-privatepartnerships can present fun, engaging opportunities for High Line visitorswhile also supporting the ongoing maintenance and operations of the park, which is funded entirely by the generosity of private donors."
To further promote the return of ProjectRunway, pop-up Project Runway photo experiences will also bring the runway to the streets of New York July 13th and 14th, as well as Boston, Los Angeles and Chicago on July 14th and 15th, giving fans the chance to share their best runway strut via Facebook and Twitter and enter to win weekly prizes. A "Make It Work in NYC" sweepstakes will launch simultaneously at mylifetime.com, with chances to win a Grand Prize that includes tickets to the Project Runway finale, $10,000 cash and a first class trip to New York.
In addition, Lifetime is launching a multi-format social media campaign that will complement the on-air, event and sweepstakes elements to support the program's 10th anniversary premiere. Utilizing Instagram, Pinterest, Piictu, and Viddy to share exclusive videos and images with viewers, beginning July 19th, Lifetime's "Make It Work" social media effort will employ each platform to boost interest and sustain engagement throughout season 10 by encouraging viewers to share videos, participate indesign challenges, tweet their favorite Project Runway moments and exhibit their own sense of style. Specifically:
· Instagram, @OfficialProjectRunway will post photos (hashtagged #MakeItWork) of existing work from the upcoming season's cast of designers;
· Pinterest, LifetimeTV will use its "Fashion Time" board to post and repin photos from the Pinterest community (also hashtagged #MakeItWork);