Author: Jamie-lee Butler

Agent Provocateur – Christmas Campaign 2024

The Challenge

We were briefed to deliver an evening that exudes luxury and lust for Agent Provocateur’s AW24 Christmas campaign featuring Abbey Clancy & Peter Crouch, a playful anniversary-inspired update of the brand’s iconic 2015 “Love Me Tender” film starring Rosie Huntington-Whiteley.

 

We were tasked with turning a standard London boozer into a gold, glitter oasis that would set the scene for an an exciting evening bringing together some of the biggest names in the fashion industry.

The Execution

We transformed the Marquis of Cornwallis pub into the glitzy and glamorous ‘Pub Provocateur’. Downstairs housed a beautiful grand piano, creating the perfect moment for performances from special guests and iconic duo Jools Holland and Paloma Faith, delivering a memorable moment for all guests. We also created a second performance area that housed a stage and DJ set up for acts Girls Don’t Sync’ and DJ Fat Tony.

 

Guests were also welcomed upstairs in an intimate space with karaoke and cocktails,  a luxury cocktail bar offered guests an array of drinks hosted by Casamigos and Ciroc. Guests were then invited to jump into the Agent Provocateur photobooth where they were able to take their photo with friends and take this away with them at the end of the evening.

 

 

 

LONDON, ENGLAND – NOVEMBER 13: Peter Crouch and Abbey Clancy attend Agent Provocateur’s Christmas Campaign launch at The Marquis Cornwallis on November 13, 2024 in London, England. Photo Credit: Dave Benett.

Frasers Festival 2024

The Challenge

 

In 2022, we were briefed with delivering a private festival for Frasers Group to celebrate their top performing employees and brand partners from around the world. It needed to have an obstacle course, a brand village, insightful panel talks and evening entertainment…from this Frasers Festival was born.

 

After the success of 2022, we were now briefed to do the same but bigger and better. This time we needed to accommodate 2000 people, create a Frasers Festival app, get more brands on board and host an intimate dinner for 40 CEO’s from the world’s biggest brands the day before the festival.

The Execution

We started with the venue search, knowing we needed a larger space than 2022 and something unique with a point of difference, we landed on Cholmondeley Castle, Cheshire. With over three times the size of our plot in 2022 and a newly renovated castle to host our CEO dinner, we knew this would be the perfect space.

 

We spent months leading up to the event designing and creating an app for the festival where guests could register their attendance, choose their travel preferences, choose their race difficulty and access their food and drink tokens for the day.

 

We worked with our production team to think of new ways to show up visually, whether it be the bigger, more impressive stage structure or using new branding, creating a Hyrox style finish line for the Frasers Fearless Challenge.

 

We managed the end to end delivery of over 35 key partner brand activations within the festival build – over double the amount of brands we had in 2022!

 

Guests had insightful panel talks from Frasers Group CEO, along with CEO’s from brands such as Adidas, Creed, Hugo Boss, On and Represent. We also had special guests Eddie Hearn and Conor Benn speak along with the Founder of Under Armour, Kevin Plank.

 

The event ended with a fantastic line up of talent including Keyrah, Scouting for Girls, Danny Howard and Dizzee Rascal.

Frasers Group CEO Dinner

The Challenge

We wanted to maximise on creating a really memorable moment for our C-Suite attendees, and create a unique opportunity for them to all sit in a room together and discuss business in the setting of Frasers Festival. We were acutely aware that this kind of moment wasn’t something that was commonly done, and with the level of attendee, needed to be above and beyond to create an impact. We also needed to manage all the transport and accommodation requirements for the 40 guests, from touch down to the end of the Festival experience.

The Execution

We negotiated with Cholmondeley Castle to be the first brand to host an event in the newly refurbished castle in over 15 years, so creating a money cant buy experience for our VIP guests. We welcomed the guests to the beautiful castle terrace with a string quartet, to have a champagne and cocktail reception overlooking our Frasers Festival site, building up excitement for the following day when the Festival went live. We then worked with the best suppliers in the country on delivering a curated 5 course, wine pairing dinner hosted in The Great Hall of Cholmondeley Castle – with a focus on local produce and the best of the best wines. We also worked with a key brand partner to ensure that we gave a space for them to show up at this special moment, with Creed scenting the full event space and kindly gifting beautiful gift bags at the end of the meal. We then arranged a fleet of cars to be on standby to take all guests back to their pre-booked hotels at the end of the magical evening.

HYROX HIIT Classes

The Challenge

In conjunction with the HYROX registration event we were asked to create a pop-up HYROX inspired Gym where key Puma HYROX Athletes hosted a series of bookable HIIT classes for guest to attend for a fully immersive HYROX experience, led by HYROX MCs with a DJ and smoothie bar for added atmosphere!

The Execution

⁠Taking the HYROX race format blueprint and transforming this into a series of mix ability bookable HIIT classes for guests to attend in the lead up to the spring HYROX London main event.
We partnered with Puma and the official HYROX MC’s to host the sessions and bring the energy, so guests got a real flavour of the full HYROX experience. From ensuring the exact HYROX gym set up and equipment was used, through to creating production elements that really brought the space to life for a truly immersive guest experience; LED screens with bespoke Puma x HYROX content, light sequencing throughout the classes, a roster of DJs to keep the energy levels high throughout, and unique branded touchpoints such as bespoke branded goodie bags through to branded smoothie cups for guests to takeaway post workout.

GHD Iced Luxe Activation

The Challenge

We were approached by GHD to create an immersive and engaging popup for Westfield London, to showcase their new iced luxe collection, with a focus on data capture in an organic way. It was absolutely key that this popup was more than just a visually interesting retail stand, we wanted to ensure that we were creating engaging moments throughout all elements of the activation, from initially enticing them into the popup, through to takeaway moments for the brand impression & loyalty to continue, all the way through to added value for consumers that converted to a sales at the popup.

The Execution

We began with looking at the non-negotiables for the activation within the set space we were given by Westfield, and then worked from there to see what we could add to make it a unique moment of brand engagement with consumers. We began with a tried and trusted branded photo-booth, that ticked two boxes of a memorable takeaway, as well as a way to capture data.

 

We knew we needed to add further interactivity to the activation, therefore added in 2 GHD Styling stations so that consumers had the opportunity to engage and interact with the actual products they can purchase. Lastly, we wanted to provide a way to get consumers to convert to a sales with us at the activation, vs with another GHD retailer. To tick this box, we created a custom ski pass which would be given to all consumers, allowing them a go on our branded giveaway locker system and win GHD prizes.

Christian Louboutin – Astroloubi

The Challenge

To create an immersive event to celebrate the exclusive launch of the ASTROLOUBI by Christian Louboutin. The objective was to deliver an experience for top tier guests inspired by the 90’s street style and basketball scene that held an interactive element for guests.

The Execution

We transformed the Flannels X basement space into a basketball court by creating bespoke visual content that was shared on the screens. Guests enjoyed interactive experiences such as having a go on the branded claw grabber to have a chance of winning an ASTROLOUBI jersey.

 

Guests had exclusive access to the ASTROLOUBI pop up located in the store and the night was complete with live performances from DJ’s including Tommy Gold and Taylah Elaine.

Jack Wills Ski 2023

The Challenge

To host Jack Wills and 10 of the UK’s leading social content creators in the Alps to promote their new skiwear collection and increase social presence and raise brand awareness. We wanted to particularly attract the student market whilst in resort by putting on events hosted by the brand targeting our key demographic.

 

Our aim was to put on experiences for guests that created the perfect opportunity for content creation with a real point of difference, doing things that haven’t been done before.

 

 

 

The Execution

We sourced and transformed a luxury chalet into a Jack Wills branded environment that was both accommodating and unique for guests whilst also providing effective backdrops to capture important content moments. The production around the chalet was custom designed to add subtle elements of branding without losing the feel of being in the Alps. To make guests feel special on arrival we created personalised hampers filled with Ski essentials and Jack Wills merchandise.

 

Throughout the trip we organised a number of once in a lifetime experiences to wow guests whilst providing an incredible backdrop to capture social content. These included dog-sledding over the famous Le Lac in Tignes to snowmobiling around Val d’Isere with a private guide. We also made sure to include some fun activities at the chalet to really bring guests together including bringing in a private chef to host a pizza making workshop and the traditional can’t be missed French Fondue!

 

To ensure we checked off the objective of creating brand awareness amongst the brands target audience, we hosted a Jack Wills Apres at La Folie Douce to attract students visiting resort. Using various elements of production and visuals, we were able to create a branded event that encompassed the real essence of the Jack Wills brand and more specifically their latest skiwear collection.

It was important for us to have talent perform at the venue who were current, attractive and relevant to the guests attending therefore flying Sammy Virji out was a successful choice.

 

USA Pro x Sophie Habboo

The Challenge

To celebrate the launch of USA Pro’s new collection in collaboration with Sophie Habboo, we created an intimate and exclusive experience for 15 guests at a private townhouse venue in Soho, London.

Our objective for this project was to create authentic content capture moments to help boost social engagement across all platforms and drive sales of the new collection.

The Execution

To ensure we created an experience for guests that was unique and matched the key objectives of the collection – exuding confidence and power, we delivered a pilates class followed by an informal brunch in our ‘USA Pro Cafe’. The USA Pro team and Sophie then had the opportunity to present the collection and talk through the key features and benefits in their very own pop up showroom.

 

Our carefully curated influencer guest list was then given the chance to browse the collection and place orders of their desired items with our team. These were then pulled together on the day and included in their branded goodie bags –  a memorable takeaway.

 

The production elements used for this event were subtle yet effective in really giving a brand presence, using vinyls to sign post the different activewear capsules as well as a physical screen to play the campaign video was an educational and interactive way to introduce the collection to guests.

Corbin Shaw: For the Love of Lads

The Challenge

To produce a two-day, multi-media exhibition at Flannels X showcasing Corbin Shaw’s ‘For the Love of the Lads’. This work explores the masculinity in British culture, through the lens of a class of Year 8 boys from Aylesbury Grammar School.

 

Our brief was to organise a relevant panel talk with Corbin and key players in both the fashion and sporting world to discuss the idea of modern masculinity, what it means to them in their work and in their day to day lives. The client wanted a school style set up for the event and the artwork on display where both guests and consumers generally could really get up close to see the detail of what the boys had created.

The Execution

In order to ensure the artwork was best displayed for guests to be able to get up close and look without a physical touch, we designed and created large perspex frames that held the artwork in place. These were the central piece to the exhibition and showcased the art in an effective yet simple way.

 

For the panel talk, we delivered an event that really created a school vibe, this was important for the client and so we sourced rustic but elevated wooden benches that transformed the room. Our responsibility was to also manage the staffing, security and bar offering at this event to ensure it ran accordingly and ensured we offered guests an enjoyable and informative evening.

Inside Job: Heidi Bivens

The Challenge

To celebrate the launch of Flannels X Inside Job, a new series of URL & IRL events spotlighting rising industry voices at the intersection of fashion, culture, art and music.

 

We were briefed to support on creating and hosting a panel talk with a number of key influencers in the industry including Euphoria Costume Designer Heidi Bivens, Vogue Business’ Senior Trends Editor Lucy Maguire & Flannels Creative Council member Leah Abbott. The event was hosted by Brooke McCord – Digital Director at The Face Magazine.

The Execution

We delivered a successful panel talk followed by a beautiful drinks reception with a DJ guest; Marlie. We successfully managed the security and staffing for the event by ensuring guestlist was executed swiftly and professionally.

 

We were also responsible for sourcing the furniture for the panel talk, this paired with the lighting and content briefed to production, we created the clients desired atmosphere for the panel talk.

The Creative Council

The Challenge

To deliver an innovative, memorable, statement event in Flannels X to launch The Creative Council – a next-gen advisory board filled with six of the most exciting voices in the fashion industry. The brief was to immerse guests in the event space using scents and florals as well as putting on a three course meal that gave a subtle nod to each member of The Creative Council. 

The Execution

We wanted to create impact when guests entered the event space and also bring an intimate vibe to the dinner, we therefore created a living ceiling using multiple green foliage and asparagus fern to create a gorgeous, falling effect that draped above guests whilst they ate.

 

Working with one of our preferred caterers we developed a menu for the evening that was fresh, interesting and delicious that also incorporated elements of all 6 members of the Creative Councils’ favourite dishes. To pair with the food, we had bespoke cocktails made for the event that again gave a nod to the different members of the Council.

 

We had a special performance from the very current Beeple, creating the perfect backdrop for this special evening. All security, staffing and furniture was sourced and managed by Conc3pt. 

Creed’s Gold Vault

The Challenge

Creed reached out to us to help us bring to life their Millésime Perfume for Father’s Day within an immersive 360° led screen event space.  

The Execution

The Creed team has a clear vision, however we had to then take their vision and make it into a deliverable and functioning activation. 

 

We created a 3m x 3m gold vault, which exuded the luxury and elegance that Creed symbolise. The vault was placed within the 360° screen space which had artwork curated by W1 Curates, with the mirrored vault seamlessly merging with the space. To top it all off, the room also ticked the audible senses with a personalised curated playlist created by CKTRL. 

 

Once the vault was complete and the space all working together, alongside our Partners we hosted an industry and press event to showcase the activation for 200 key industry players. The event was sponsored by VIVIR and we showcased performances with CKTRL and Joy Orbison.