Joules SS 17 Press Day

Quintessentially British



The Brief

Quintessentially British family lifestyle brand, Joules, is recognisable for quality garments in distinctive colours and prints. The world we were asked to create for Joules needed to reflect getting healthy and feeling good in the New Year. In a sea of zesty colour, the brand story for SS ‘17 was told at this press event with fresh British-grown farmer’s market produce accented with quirky floral design elements.

The Delivery

Different themed spaces were designed throughout Fitzrovia's stunning Oui 2 Rooms to profile Joules' different lines, all celebrating the life, colour and vitality of the collection. From fresh vegetables and allotment props to a juice bar built from fruit crates, it all weaved seamlessly together to create a healthy and refreshing feel. Floral mannequin heads and grass moustaches added some impressive final flair.

The Response

Senior Production Designer Kate Henshaw added ‘The client loved everything - their particular favourite elements were the floral heads on the female mannequins and the grass moustaches on the men.’ Adding, ‘What a great brief and such a brilliant venue. A tremendous project to design and produce and brilliant to create the world of Joules’ healthy and positive SS ‘17 brand story.’

Facts & Figures


Garden Props


Wooden Crates


Giant Floral Heads


Grass Moustaches

The Team

Introducing the experts, specialists and technicians that made this event spectacular. Their precision and attention to detail is what made this event successful.