The event, a brand launch for the Hip & Healthy brand, was centered around the concept of adding something positive into your life and was held in January. The Apartment at the Hoxton Hotel was chosen as the venue to host the event as this represented the lifestyle nature of the brand. Each room in the Apartment represented an area of the site – The Living Room held yoga classes, the Library hosted talks by a top nutritionist, the Playroom sold clothes available online and the Parlour was transformed into a pamper room with manicures and massages whilst the main space The Pantry had healthy food and drinks.
Readers were familiar with the brand as they interacted digitally with it. The event therefore had lots of small details that made up the tactile version of the brand – the event was scented with organic candles, all the food on offer was provided by an organic food supplier and served as ‘edible gardens’ and there was even a healthy pick and mix stall which served nuts, dried fruit and seeds.