After winning a competition to have 24 hours in an underground space for free, we thought what better way to use it than build a whole Rachel JAMES world and throw a banging party?!
Thanks to Carousel Spaces in Marylebone, we were able to do exactly that. With the help of Big Guns Live Events, we were able to transform their concrete basement into an immersive, sensory experience. With colourful lights, projected prints, an exhibition of the latest AW16 collection and a pop up store, our RJ world came to life and surrounded everyone with our bold aesthetics and dreams. Models worked the collection and a bespoke fashion film was launched: exhibition by day, hip-hop club by night!
It was an overwhelming success and we received fantastic feedback from the industry, customers and those only just discovering the brand. It was a multiple collaboration that has inspired us to do many more in the future.
The Rachel JAMES Experience was published in Time Out London and online on Fashion & Beauty Monitor.
Event production: Big Guns Live
Location: Carousel Spaces, Marylebone
Guestlist: Black PR
Music: Ossie & PHRH
Photography: Jean-Luc Brouard
Models: Andre Mackie, Ethan Seehol & Vladimir Strabykin
Grooming: Lucy Gibson
Footwear: Dr Martens