Boohoo's All That Glitters Campaign Launch
The All That Glitters campaign for clothing retailer boohoo is one of my favorites! The holiday campaign features gorgeous, well-known models, including Elsa Hosk, Romee Strijd, Josephine Skriver, Jasmine Tookes, and Yvonne Simone. The glam line showcases jaw-dropping, feminine styles for every type of shape and silhouette. For the celebration of the launch, we created an upscale casino night in the romantic space of the swank Nightingale Los Angeles nightclub. The theme was perfect for the new line – who doesn’t think of Las Vegas when you think of all that glitters?
Revelers entered through a stunning LED tunnel bedecked in fabulous boohoo imagery and clever branding elements overhead. An oversized custom-designed “Welcome to Fabulous boohoo Los Angeles” sign was crafted as a nod to the famous sign situated in Sin City. Grand gilt chandeliers were installed to add an air of sophistication, as they made a perfect pairing with the dramatic lighting design, which even included an illuminated-dotted stage area. The combination of the lighting scheme and the sparkle of the chandeliers created a sexy ambience.
We worked hard on this event, and it was thrilling to watch everyone notice all the details. Custom casino chips and gaming tables were adorned with boohoo branding, and a large lighted pink cashier sign was suspended over the large bar area where a variety of specialty cocktails, aptly named “Poker Face,” “Jackpot,” and “Luck Be a Lady” were offered to guests. As a surprise for partygoers, Diplo was the DJ for the night, which added pizazz for the festivities. Additional entertainment: showgirls and an aerialist who performed numbers that kept the crowd – including celebrities such as Paris Hilton, Sofia Richie, Farrah Abraham, and Delilah and Amelia Hamlin – in awe in between sipping libations, chatting with friends, and catching sneak peeks of the All That Glitters attire on large monitors affixed to walls. Before the night was over, we introduced a towering multiple-layer birthday confection for the model birthday girl, Romee Strijd. It was truly such a fun evening!
