Waking up at 5.30am is only ever ok when you have a really beautiful press day to go take snaps at. The Ice Tank was the venue and the culmination of a few creative minds thoughts were embodied in what I think was one of our best press days to date.
With my eyes still tired from my early start, there was no time to rest as boxes were ripped apart and shoes scattered across the floor waiting to be given a position in our trend groupings.
Laces were teased and coaxed into line whist goody bags were being filled with pampering treats and walls given a fresh lick of emulsion. It was all go.
Video testing on a projector was done to Alt-J and Tame Impala ringing softly in our ears – we like to think of it as motivational morning music whilst an extra large coffee was on order.
Neon lights edging rectangular plinths of different heights and angles gave a real dynamic feel to the instillation. This was complimented by industrial/utilitarian style stationary and look books for the viewers to take a piece of the day with them.
Can’t wait to see these beauties drop in to store for SS13!