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 worked as a designer for Push Uk from the pitch through to design and production of the event.
Taking inspiration from Santa Monica beach and the Cochella festival we transformed the disused Royal Mail sorting office into a festival experience, including themed areas, a working fairground carousel and a hologram catwalk show.
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.
‘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.’