Access All Areas November 2018 - Page 30

NOVEMBER | COVER FEATURE Case study: Chubby Cloud, London Fashion Week Client: Anya Hindmarch Event: Chubby Cloud, London Fashion Week Venue: Banqueting House Date: 14-16 September, 2018 Number of attendees: 3,000 Following the success of her heart balloons in February, Anya Hindmarch injected an extra dose of happiness into London Fashion Week at Whitehall’s Banqueting House. Visitors sunk into the world’s biggest beanbag, designed to mirror the cloud theme in her autumn/winter 2018 collection, as they looked up at the magnificent 17th century Rubens ceiling - the largest surviving work by the artist still in its original location in Europe. Why did you choose Banqueting House for ‘Chubby Cloud’? There was a lovely synergy between the ‘Chubby’ Cloud and the ‘chubby’ Rubens figures in the cloud-filled ‘Ascension to Heaven’ ceiling painting in Banqueting House’s Main Hall. It was the perfect ‘light bulb’ moment when we made this connection! What was the kind of experience you were hoping to create? We wanted to speak directly to our customers and (quite literally) immerse people in our world and our brand and for them to experience things that 30 “There was a lovely synergy between the Chubby Cloud and the ‘chubby’ Rubens figures,” – Anya Hindmarch we love. We ran a series of live talks, experiences, meditations and music, with highlights including bedtime stories read by Poppy Delevingne and Claudia Winkleman, Anya Hindmarch in conversation with the Telegraph’s Fashion Editor, Lisa Armstrong, Professor Russell Foster talking about and even Radio 4’s Shipping Forecast read live to music, all enjoyed on the ‘Chubby Cloud’. Who was invited to the event? The three day experiential installation was open to the public. We also held an industry event for press and buyers from leading media and department stores from across the world. Tickets for the events were in support of Historic Royal Palaces’ charitable cause, which reinvests event proceeds. How early did the planning process begin and what did it involve? The event was six months in the planning. It started with us approaching the incredible team at Historic Royal Palaces to explain the idea as we had created it specifically for this space. It was a BIG dream and they helped it become a reality. We then had to create the world’s biggest beanbag working with a specialist team who would respect the building and all its important regulations, embracing the complicated engineering required to make this dream a reality. What was the duration of the setup and what did it involve? We had access to the space for one day before the event launched. There were a lot of hands involved as the ‘Chubby Cloud’ beanbag had to be filled on site. We also set up a Chubby café and a Chubby shop for guests to enjoy. Was there any notable production/ catering? There was a Chubby Café, where guests could enjoy chubby inspired cakes, and we also had a small pop up store with the Chubby collection and some special Chubby Cloud merchandise. In addition we held a very special dinner for key international buyers attending London Fashion Week. How did guests respond to the activations and the venue? Tickets were sold out for all of the events. The response exceeded all of our expectations (with a reach of 9 million at last count through Instagram) but mainly it was seeing the smiles on the nearly 3000 faces that passed through that was the ultimate feedback.