Forever 21 London Launch

As part of their launch in europe, the US retail brand Forever 21 wanted a London launch event for 400 members of the press and bloggers. I was hired as an event designer by Push Uk for the pitch, having been appointed for the job, I went on to design and assist with the production of the event.

Taking inspiration from Santa Monica beach and the Cochella festival we transformed the disused Royal Mail sorting office on London's New Oxford street into a festival experience, including themed areas, a working fairground carousel and a hologram catwalk show. To complete the event we sourced and hired performers including roller girls, skate boarders and breakdancers alongside Marawa the fantastic hula hooper. Catering for the event included The Meatwagon, La Grotta Ices and Sweet and Chilli provided the cocktails.

The 40,000sq.ft space was designed around the 4 key fashion trends that F21 are promoting this year and was divided into distinctively styled areas; Grunge glam stage, Vintage Beach, Navajo tipi bar and a Bohemian lounge.

'It was all happening, the place was an infusion of flashing lights, roller girls and palm trees, over all the design for the venue was enough to give cirque du soleil a run for their money.' Glutton for Grandeur blog

'Guests were treated to an impressive visual display of a working carousel, tepee tents, beach huts and a faux Hollywood backdrop as well as a hologram fashion show, which showcased the US chain's hottest new designs.'
Female First blog

Photographs by Emil Charlaff

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