MLPR were enlisted to organise a whistlestop tour of London for 30 Norwegian journalists and celebrities coming to the country as part of the launch for SOBAZAAR, a fashion app tipped as the new Instagram and backed by Universal and Telenor. After jetting in guests touched down at the Soho Hotel and enjoyed lunch in the restaurant.
Over tea and macaroons in the Indigo Room, a lively and interesting ‘in conversation’ followed starring revered womenswear designer Todd Lynn interviewed by journalist and editor Stacey Duguid, where fashion in the digital age was discussed as well as Todd’s career in fashion and exciting plans for the future of his womens and mens collection.
The guests were also enthralled with backstage videos of the SS14 and AW14 runway shows and Todd’s tales of dressing musicians including Marilyn Manson and Bono. Following this the journalists had been secured interview opportunities with Net A Porter to interview Global Head of Sales and Marketing Lisa Bridgett about the ecommerce stalwart at their West London headquarters. The journalists were then driven to Shoreditch for an exclusive tour and presentation of the Karen Millen atelier by Creative Director Gemma Metheringham, including the unveiling of the AW collection starring Game of Thrones’ Sophie Turner. Over a champagne reception Gemma and Global PR Manager Teresa Ramsden talked through the label, explaining their inspirations and design details behind the range. The tour took in pattern cutters, designers and machinists all housed in the Aurora Fashions HQ.
After receiving their goodie bags (and with a few selfies taken for good measure) it was back to Soho to get ready for a cocktail party at London’s venue du jour, The Ham Yard hotel. DJs Lou & Nova spun the tunes as elderflower bellinis and delicious canapés were served in The Dive Bar for industry guests from DKNY, ELLE, Hugo Boss and My Wardrobe who joined the party. SOBAZAAR CEO Jeanette Kvisvik took to the stage to host a presentation of the app featuring a fashion film made exclusively by Bespoke Banter. Up and coming musician Luke Pickett treated us to an acoustic set, ensuring the crowd were fully entertained in the cinema room. Guests then enjoyed drinks at the bar and later guest list at Mahiki, where the media partied into the night. A fabulous day – check out the YouTube video below and watch this space for more exciting details soon.