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Jaegar – Spring/Summer Press Day
Fashion in Fitzrovia
33 FITZROY SQUARE
The Brief
Jaeger has a 130-year heritage as a British fashion brand, specialising in designing iconic womenswear, classic menswear and beautiful accessories.
In close collaboration with Jaeger’s Visual Merchandise Manager & PR Team, we worked on the design concept and installation for their 2015 S/S Press Day. Translating key concepts, such as patterning, texture and detail, would be essential to the design’s success.
THE DELIVERY
Jaeger chose the elegant Georgian townhouse situated on the corner of Fitzroy Square to host this three-day event.
Dispersed over several floors, their new collection was divided to tell individual stories inspired by the Lookbook. Sculptural backdrops designed with formed three-dimensional panels were used throughout. Our Set & Staging team designed, manufactured and assembled all of the displays.
The inside story
As the Press Day represented Jaeger’s Spring/Summer collection, it was imperative to integrate a lighting system which would evoke the feeling of a bright, sunny day.
Our lighting team designed and selected specific key architectural lighting fixtures that would unify each backdrop and highlight feature elements to produce an interior feel, working well with the domestic scale of this building.
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