In keeping with this ambition, June 29 saw the unveiling of The Pure Concept 2012 collection launch at Mehboob Studios No. 2 in Bandra, Mumbai. The launch event, which was the first official media announcement by The Pure Concept, was executed by Cream Events. The evening saw the unveiling of the collection in the presence of actors Sonam Kapoor and Abhay Deol, which then moved into an after party, the guest list of which was organised by Hello magazine.

Speaking about the brand and the launch event, Dalbir Singh, CEO, The Pure Concept said: "The Pure Concept is a creative statement that seeks to bring to the discerning customer the signature looks from across the world, season after season, and provides form to an aesthetic experience they seek to bring alive in their homes. We chose Sonam Kapoor and Abhay Deol to be a part of our launch as they perfectly embody the essence of our brand. Sonam is known to love vintage and is an ardent fan of things rich and beautiful. Abhay, on the other hand, is someone who stands out with his choice of the not so predictable, be it his films, his lifestyle or his views. The Pure Concept new campaign defines luxury and richness and celebrates the beauty in pieces that may not necessarily seem complete. The designs are inspired by elements of emptiness, the appeal of something that is old and beautiful, and textures."

Cream Events was chosen to execute this event based on their experience in the niche luxury and lifestyle brand space. Commenting on their receiving the mandate, Adnaan Shaikh, Head Client Servicing, Cream Events said: "The Pure Concept met us with their launch proposal sometime back. After a series of meetings in which we shared our understanding of their creative vision and idea, the launch concept was locked in. Cream was in charge of all logistical and production related activities for the launch event - venue, catering, stage, sound lights, celebrities, performers, installations, etc."

Embodying style and luxury, the Mehboob Studio was converted into a treasure-trove of never-seen-before fine fabrics. Eight installations were done with fabrics from The Pure Concept 2012 collection, creating imagery of key home furnishing trends for 2012. The props and fabric work for the installations were provided by The Pure Concept. The wine & hors d'oeuvres evening saw Sufi music renditions by Hari and Sukhmani, along with a specially choreographed dance act by Isha Sharvani. The evening was hosted by Pia Trivedi.

Regarding the evening, Shaikh said: "Dalbir was very clear from the start - he wanted this to be an experience for the guests that they would go back talking about. From the location to the look and feel of the stage and backdrop of the bar, our creative inputs were very well received by the guests. The theme of the evening was inspired by the rustic, unfinished and visually striking look from the Pure Concept campaign, which was shot by photographer Prasad Naik. Eight of the campaign shots were replicated in 8x8 ft. glass tanks with actual props from the shoot. These installations instantly gave the venue a visual high. The entire venue was masked in black to keep the focus only on the installations. The stage design was inspired by the performers and was void of any branded backdrop. The 50 hanging lanterns created a brilliant spectacle for all the guests who walked into the studio. The bar design also used one of the campaign images with a backlight 10x10 ft. bar displaying glass bottles of varied colours. The colours of the evening were primarily grey and black with highlights of yellow light to enhance the various elements."

Among those who attended the event were restaurateur Timmy Narang and actor Isha Koppikar; actors Jiah Khan, Shazahn Padamsee, Esha Gupta and Poorna Jagannathan; director Prahlad Kakkar, model Feroze Gujral; Ashish Raheja, MD, Raheja Universal Ltd.; actor Natalia Kaur; designer JJ Valaya; socialite Lata Patel; designer Anita Dongre; television personality Mandira Bedi; designers Masaba Gupta, Shaheen Abbas, Nachiket Barve, Narendra Kumar, Neeta & Nishka Lulla, Nisha Jamvwal, and Pria Kataria Puri; cookbook author Rashmi Uday Singh, Devita Saraf, CEO, Vu Technologies; actor Simone Singh; Fahad Samar, a columnist with The Indian Express; and designer AD Singh.

The Pure Concept experience is about deep passion for style and design. The Pure Concept 2012 collection, divided in two segments, is inspired by the ancient Japanese concept Wabi-Sabi and offers a bouquet of multi-use fabrics that reflect a diverse range of weaves, embroideries, prints and wall coverings. Crafted to the very last detail, the stylised motifs, fresh colours and elegant fabrics redefine the art of pure living while simultaneously epitomising it. The design team at The Pure Concept comprise of a team of Indian and European designers. The Pure Concept 2012 collection will be available through leading home furnishing stores in Delhi, Mumbai and other cities.