2014 is an exceptionally exciting year for us at The Persuaders as we're really proud to announce that we're working with Benefit Cosmetics to help them launch an amazing and innovative new product.
We can't disclose exactly what that product is just yet but until we can here are a few images from the first big launch event which took place in London this week.
photo's by the incomparable Richard Hanson
Client: White Label
Working closely with the team from White Label we designed and produced the Krug Kreperie, a week-long outdoor pop-up consisting of 1 kitchen pod and 2 seating pods under the brand theme of Rough Luxury
The pod exteriors were designed to emulate crates of champagne, arriving on site wrapped in bows like a gift to Covent Garden. The interiors opened up to reveal the ultimate luxury seating environment including Baccarat chandeliers, reclaimed wooden flooring from an 18th Century French chateau and heated, imported Italian leather seats.
Over the past 17 years The Persuaders have produced shows for some of the worlds leading fashion designers including the first ever commercial event at the Millennium Dome for Julien Macdonald, Tracy Boyd and Bella Freud.
Client: Diageo | Grayling
The launch of this second year of collaboration between iconic British design and Gordon's Gin saw fashion designer Alice Temperley design 10 new labels for the brand. The Persuaders produced two events to mark this partnership; an exclusive long-lead event for which we designed and built a series of bespoke display props based on the stories behind each label and most recently a big in-store party to celebrate the launch of the labels.
Client: Diageo | Grayling
The Pimm's Indoor Summer Garden was designed to encapsulate all that is British about summer.
We created a summer lawn complete with a cottage garden and 10ft oak tree where guests could book a picnic rug and watch Wimbledon on a giant screen out of the rain. We also built a potting shed bar and retail space where Pimm's lovers could purchase all their Pimm's related goodies.
"as ever The Persuaders approached everything with the utmost professionalism and delivered an amazingly creative launch party within a tight budget and a short turnaround time. Looking forward to the next project.” - Nicky Law, Director of Brands, Grayling PR
Client: Diageo | Slam
A pop-up Gin Palace in the heart of London. The Tanqueray Gin Palace was an innovative new direction for this Gin brand, our visual concept incorporated Tanqueray's Victorian heritage whilst blending it with it's current strong contemporary style.
'The Persuaders were a joy to work with. Calm, solutions-focused, creative and brilliant fun to work with. True professionals and we would be delighted to work with you on any SLAM events that we have in the future.' - Helena Bloomer, Managing Director, SLAM
'I was really impressed with everyone’s dedication, professionalism, and willingness to go above and beyond to ensure we delivered three brilliant nights. I think there was a great team spirit so thank you for all your hard work, enthusiasm and energy!' - Joanna Segesser, Brand Manager, Tanqueray
Client: Forever 21 | Shine
The Persuaders produced the launch of the opening of this international brand to the UK and Europe. The project included a fashion show launch event as well as producing the first European shop opening at the Bull Ring in Birmingham.
Always and Forever 21. The event was designed to reflect the brands key messages of uniqueness and style. The catwalk was produced to mimic the in-house style of the stores.
Client: Grayling | Diageo
The launch event for the collaboration between two British greats, Gordon's Gin and Sir Terrance Conran
The Vaults of No1 Marylebone were chosen as the event venue due to its synergy with the design style. 10 vaulted spaces were transformed into 10 design concept rooms all being revealed to the guests simultaneously with a dramatic kabuki drop.
Client: The Wallace Collection
The Long Gallery had never been re-hung and to celebrate this The Wallace Collection wanted to launch Boucher in an innovative and stylish way that would turn the heads of all who attended the event.
The Persuaders were appointed the global production company for the launch of the Samsonite Black Label range and created a template for all their events. As part of this relationship we also designed and produced a number of premium global fashion events that previewed the new collections in a setting that was inspired by the Black Label store concept and first class air travel.
"The Persuaders became an integral part of our business, delivering and leading our brand image through design, photography and guidelines, as well as fulfilling our need for a global lead production agency. Their combination of aesthetic vision, quality delivery and professionalism ensured that they became a true partner" - Richard Brett, Global VP, Marketing & Communications, Samsonite
As part of our continuing relationship with the brand we were also asked to produce and art direct a series of photo-shoots and films as part of a brand-wide repositioning. We worked with international photographers and models across the globe to produce shoots for Samsonite Black Label, Samsonite Originals, Samsonite Sports and the American Tourister brands
We also worked closely with Samsonite PR to produce a series of press shots for the Black Label Trunk range and the Milla Joovich campaign.
Photography by Dominick Guillemot | Sandro Sedano | Robin Derrick
Client: Tesco | SLAM
To promote their Love Every Mouthful campaign Tesco engaged The Persuaders to produce the worlds largest Eton Mess using fresh British fruit and cream. Logistically this meant ensuring the produce was fresh and edible until the last bowl was given away to the public.
An early morning start in Soho Square, a giant glass and 3 tonnes of whipped cream and meringue and the seemingly impossible was achieved!
Client: H+K | Intel
The Persuaders transformed a blank gallery space into a comedy club for 2 nights to create an environment where Intel could produce a film to be used as a viral seeding video.
Client: Pernod Ricard
To celebrate the collaboration between Jonathan Saunders and Beefeater 24 for London Fashion Week, we created an event that showcased the brands premium credentials and brought to life their distinctive bottle design.
"The Persuaders took a passionate interest in getting under the skin of Beefeater 24 as a brand in order to help deliver a super-premium experience for the consumer along with high-quality, luxury branding at the event itself." - Nicola Connolly, Global Senior Brand Manager, Beefeater 24
The Persuaders were asked to create an event to reflect the Selfridges Bodycraze month-long in-store activity. Celebrating the body beautiful in all its extremes, the event included aerial acrobatic performances, naked models in acrylic boxes and a fetish bar. We also art-directed and choreographed an entrance routine with Kylie Minogue including lingerie-clad dancers on the escalators.
Client: Mission Impossible | Serpentine Gallery
As part of their yearly Serpentine Pavilion temporary structure build The Persuaders were asked to produce a series of live 'music and chat' shows hosted by BBC Radio London DJ Robert Elms with guests such as Suggs, Sir Paul Smith and Wayne Hemmingway.
Client: P&G | H+K
To launch this innovative cooling technology from Braun the team at H&K asked us to create an event environment that encapsulated the brands key messages whilst also delivering some techy stuff in an interesting and engaging way.
Client: Glenmorangie | LVMH
The Persuaders were brought on board this project to develop global event guidelines to help as part of the transition of the brand acquisition by LVMH. The guidelines included details for the global markets on how to produce a launch event As well as designing the guidelines as an on-line portfolio we also produced 4 launch events one in London, one in Singapore, one in Prague and one in New York.
'It is always a delight to work with The Persuaders - creativity is central to their approach and their attention to detail never lets you down' - Imogen Russon, Head of Communications, The Glenmorangie Company, LVMH
We created an award-winning bespoke environment within the Bread & Butter fashion expo to showcase the European collection of this internationally renowned fashion brand.
An elevated catwalk ran around the exterior of the shop-floor that was fitted with hand-made leather upholstery and vintage chandeliers to create the feeling of bling boutique hotel glamour.
An touring exhibition of photographs of the flu virus that took the visitors on an experiential journey through the life of the virus using interactive media, set pieces and specially commissioned art .
Client: Mundipharma International
A Journey Through Pain - We took the key learnings from a global study on chronic pain and recreated some of the findings in an experiential format. Guests had to endure deafening noise in a room full of rusty spikes, heartfelt face-to-face video in the living brain room and squeezing themselves through a reconstructed constipated gut!
'thanks to The Persuaders for making our event happen at such short notice... an absolutely excellent performance and inspiring to see' - Laurence Bannister, European Targin Launch Leader
Client: John Lewis Partnership
Working with two designers in one production at the Peter Jones store in Sloane Square during LFW to celebrate the 75th Anniversary of the Peter Jones brand. We turned the newly opened atrium and carpet departments into fashion shows for Raphael Lopez and Kalin Wang.
Client: The Guardian Newspaper | OFM
For 3 years running we produced the OFM Awards on a variety of themes with the brief always being more focussed on 'party' rather than 'ceremony.' To this end we produced a fashion show, an art gallery and a street market, each a celebration of food, produce and producers.
'The Persuaders are always fantastically creative and produce stylish and sleek events which run without a hitch but most importantly, they are brilliant fun to work with' - Sarah Ellison, Senior Sponsorship and Events Manager, The Guardian Newspaper
Client: Danone | Cohn & Wolfe
The Persuaders produced an ambient sampling campaign to create interaction with the Actimel brand amongst target consumers. The environment we produced needed to emphasis the brands message of health, fun and family values. Our 'winter wonderland' theme was a large interactive set that toured major cities in the UK.
Client: DMG World Media | AN Digital
A Christmas party to rival all Christmas Parties, this circus themed event brought together the best talent from the world of burlesque cabaret at Koko in Camden Town
Client: P&G | H+K
Our brief was to produce a medial launch with a 'stealth', 2-day pre-seeding period followed by a high-profile event under the brand launch theme of Cold is the new Hot. We designed and created a snow covered beach with froen palm trees, ice bars and fur-lined deckchairs all under and inflatable ice cube structure situated on london's South Bank for maximum exposure.
'My experience of The Persuaders is that they pride themselves in being partners versus just “suppliers”. They bring energy, enthusiasm, flexibility and value to every project and have always been a joy to work with." - Gina Jones, Director, Hill + Knowlton Strategies
To kick-off the IXUS 10th Anniversary celebrations we produced a performance extravaganza that was a visual treat that brought to life the brands iconic status with the help of dancers, costumes and a moving walkway.
Client: Head & Shoulders | P&G
We produced, designed and art-directed this photo-shoot to announce the new face of Head & Shoulders, Melanie Sykes. The '50's Glamour' concept was used to enhance the brands status as a beauty product rather than a medical product.
Over the past 15 years The Persuaders has produced many launches for the Max Factor make-up brand including the European launch of Lipfinity where a host of dancers and a drag queen welcomed the guests to a London themed theatrical extravaganza, to the launch of Age Renew where we took journalists on a tour of 'bad light' scenarios such as a tube carriage, a changing room and the office.
The Persuaders designed and produced an award-winning stand for a host of P&G brands at this infamous fashion retail event. The 'Rodeo Drive' theme encapsulated a mini-store, a stage for presentations and a VIP make-trailer for demo's and stock.
Client: The Glenmorangie Company | LVMH
The launch of the Special Edition Glenmorangie Finealta
Over a number of years The Persuaders produced stage sets for a series of Winter Themed live concerts, along with a large-scale Mexican Christmas themed party.