Cream Events execute the launch of Topshop & Topman for Jabong

by  EVENTFAQS Bureau Marketing | October 1, 2015 | News

Cream Events Topshop Topman Jabong.com Mehboob Studio

The e-commerce platform Jabong hosted a fun-filled fashionable event at the Mehboob Studio to celebrate its partnership with British brands TOPSHOP and TOPMAN, in the presence of Bollywood glitterati, including Sohail Khan, Dino Morea, Ayan Mukerji and Elli Avram.

"We are delighted to be launching into India for the first time through Jabong.com," said Gordon Richardson, creative director, TOPMAN; while Jacqui Markham, global design director, TOPSHOP added: "India has an increasingly vibrant and aspirational fashion scene, making it perfect for TOPSHOP, TOPMAN to introduce our trend-led fashion experience to a new audience and Jabong are the ideal partner for this."

Cream Events was given the mandate for the event after the first round of presentation. A good understanding of the brands involved is what helped win the pitch. The brand understanding was further strengthened with engaging conversations with the UK team before the eventual experience was carefully crafted keeping the brand’s proposition in India in mind.

Talking about the event, Zarif Tapia, Director, Cream Events, said, “This event is a good example of the kind of work clients can expect from CREAM Events in terms of scale, strategic thinking and design sensibilities. It marks the new era at CREAM.”

The music line-up for the event was one that had all music aficionados flocking for the show - EZ Riser, DonnBhat+ Passenger Revelator and Dualist Inquiry performed live right from the beginning. These artists were chosen due their success at International indie gatherings and their fit with the brand’s proposition.

The main concept for the art décor of the show was the RGB Light experiment – an image created in layers such that each layer gets highlighted when red, green & blue lights fall on it. Artist Viraag Desai was commissioned to create a series of images that showcased the brands models and their designer prints from the Autumn-Winter 2015 collection.

The décor complemented the venue adding a warehouse kind of a feel. The entire studio was divided in different zones – entrance tunnel outside the studio featuring spinning fans with TOPSHOP & TOPMAN prints, a press pit for photographers and videographers to capture bites from the invitees on their way in, and the main party area with the stage enclosed by RGB art and branded panels that were hung from the ceiling. Wooden tables that look like crates were crafted & weathered tin sheets were used for the façade of the stage and the central bar. The bar was 20-feet long on each side and right above the bar was a huge cube with visuals being projected on all four sides.
 A visual artist was roped in to sync and mix brand footage with stock graphics that were a reflection of the brands and the music performances at the event.

The selfie corner at the party was a huge hit, directly uploading photos to the users profile, and had popular faces of the city's party circuit, including Nikhil Thampi, Ira Dubey, Vidyut Jammwal, Ridhima Sud, Shazahn Padamsee, Shweta Salve, Nauheed Cyrusi, Armaan Jain, Roohi Jaikishen, Sameer Malhotra, Alvira Khan, Nachiket Barve, Falguni & Shane Peacock, soaking in the limelight.

Commenting on the success of the event, Praveen Sinha, Managing Director & co-founder, Jabong.com, said, "We are thrilled to have power players TOPSHOP and TOPMAN as additions to Jabong's premium fashion brand portfolio."