Runway, presentation or showroom: which format should you choose?

The runway show: setting the collection’s rhythm

A runway show brings guests together for a short, directed sequence. The order of looks, casting, music and lighting shape how the collection is seen. This format suits a brand seeking a shared presentation moment and consistent imagery. It requires precise coordination of backstage, fittings, rehearsals and entrances. Include installation and rehearsal time in your venue booking.

The presentation: time to look closely

A presentation lets guests discover looks within a designed setting. Models can hold fixed positions or follow a planned route. Visitors explore fabrics and details at their own pace. Plan model working hours, rotations, guest reception and camera angles. The number of guests present at any one time matters more than the total invitation count.

The showroom: making room for conversations

A showroom supports both the discovery of pieces and conversations with the brand’s contacts. Plan a clear collection display, space for meetings, storage and, where needed, fittings. Appointments, piece availability and tracking become central. In Cannes, our COUTURE CANNES FESTIVAL showroom at Hôtel Majestic combines collection presentations, stylist meetings, outfit loans and gifting according to each project.

Comparing resources and constraints

For a runway show, focus preparation on the running order and stage coordination. For a presentation, develop circulation and the time guests spend in the space. For a showroom, prepare appointments and collection management. Compare the complete budget: venue, installation, team, casting, technical equipment, transport and content. Longer opening hours may require more staffing even when the staging is simpler.

Preparing your brief

Specify the collection, priority audience, dates, number of looks and guests, budget and expected content. Explain whether your focus is press, professional meetings, brand image or stylist encounters. We can then define the right format and production scope. Several formats can complement one another, provided each has the team and time it needs.

Let’s discuss your project

Let’s start with your brief.

Introduce your brand, your dates and your objectives.