Creative Recreation at Soho House, London
This event at Soho House in London was to highlight the US based footwear brand's forthcoming collection in an exclusive party for 20 key press, wholesale buyers and 'sneaker freaks'.
The goal was to generate general brand awareness and immediate PR hype for the new products in a lively and entertaining environment.
DesignScene's brief was to transform the 3rd floor dining room of Soho House into a funky, brand-aware environment for the duration of the dinner party, also showcasing the new Creative Recreation 'Bali' spring collection.
With only a 90 minute time slot in which to set the scene, the room design needed to be practical, functional and quick and easy to install as well as creating a special ambience.
Two lightboxes with a logo board in the middle were constructed and placed at the far end of the table. The distinctive Creative Recreation logo was printed onto Foamex boards and incorporated into the centre section, while 3 recessed display areas flanking each side of this were used to highlight the new trainers. These were individually down-lit with warm white LED lightsources, and at the back of each display was a striking image taken from the Bali 2011 Spring Collection photo shoot (taken on location in Bali).
The table was dressed smartly in black & white, with stylish finishing flourishes of Creative Recreation postcards, books and napkins.
The new look room was completed with an energy efficient LED lighting scheme.
"The event was a great success and the room looked amazing....everyone commented on how cool it was, and the Soho House staff could hardly believe the transformation!"
Director of fashion consultancy - Picnic Brands
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