Continuing our work with Benefit Cosmetics and the launch of #RollerLash, The Persuaders produced the 3-floor Curls Best Friend pop-up Parlour taking its design cues from the 1950’s look and style of Roller Lash, the new mascara that lifts, hooks and curls.
A 1950’s style salon was created where guests can come for Curls, Cakes and Cocktails. The ground floor has a bar serving luscious cocktails and beautiful cupcakes, the middle floor is a beauty parlour where you can come for a faux blow, a make-over or a brow wax and the top floor has been turned in the Noir Bar lounge, with a nod to the They’re Real Mascara, hosted by Honest Leah herself. We worked with our wonderful colleagues from Hel’s Angels hand-picking the beautiful staff and talented hosts who welcome visitors into the parlour.
The transformation of the building at 26 Greek Street has been quite phenomenal, from the old Bay of Bengal restaurant with it’s wonky floors and crumbling walls we have breathed new life into this old building. The Persuaders have designed bespoke furniture pieces, lighting and art installations as well as finding and renovating vintage furniture over the three floors.
Creative Director Andy McDonald says ‘this project has been like a wonderful creative treat to work on… bringing the brand to life in such a creative way is pure joy and to see people’s amazed faces and positive reactions as they walk in is the best compliment.
We're open until the 28th March and if you’d like to pay us a visit you'll need to download the Curl’s Best Friend app, available for iPhone and Android and book a session.
photographs by Richard Hanson
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
Britain’s green spaces are being gobbled up by the ever growing concrete jungle. In response to this The Persuaders, working alongside Grayling PR have created the new urban leisure concept of Skipnics for Pimm’s, so this summer, it doesn’t matter if you haven’t got a glorious garden or balmy balcony to enjoy the Great British outdoors!
Providing a welcome area of green in an otherwise urban sea of grey, The Persuaders built a series of skips that became dedicated pop-up picnic areas for two days in August, for consumers to enjoy a ‘skipnic’ and a break from the humdrum of the city. Transformed into little green oases, each skip was designed with a Great British Outdoor theme, from the quintessential country garden to an allotment complete with it's own garden shed.
Open from 12noon – 6pm each day, consumers brought along their own picnics and were treated to a free sample of Pimm’s and a cucumber sandwich from the Pimm’s sampling team, dressed as workmen in high vis jackets.
photographs by Dave Parry at PA
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
The Persuaders conceived and designed the Pringles View Tube, which is a sofa designed specifically to help stop those huge arguments that seem to rear their ugly head whenever couples want to watch different films… now they can share the same space – and a tube of Pringles of course – whilst watching their own choice of film!
The Persuaders worked closely with Grayling PR to develop the View Tube in answer to a brief from the client. - Pringles quizzed 2,000 people to uncover the top 10 biggest tiffs between men and women and found picking a movie both people like is one of the main sparks. The research found the average person wastes 590 minutes of their life every year watching movies they don’t want to, just to keep their partner happy. Men are the biggest victims, with 80pc admitting to biting their lip over film choices every month, while 23pc of women go along with rubbish flicks to avoid a bust-up. Rom coms like Love Actually are the worst offenders when it comes to film hates for men, while women find horror flicks such as Saw a real turn-off. The research marks the launch of a new movie promotion that offers consumers the chance to download a digital HD movie when they buy two tubes of Pringles.
In response to the results, The Persuaders designed and developed the world’s first ever couples’ sofa called the ‘View Tube ‘ to ensure arguments over what to watch are a thing of the past. Couples can recline in style on two upholstered lazy boy chairs with three foot rest positions for ultimate relaxation. The ‘View Tube’ caters to all your needs with a fridge for movie nibbles and a wine cooler to keep your favourite tipple at the ready. A centre console area even has room for a selection of Pringles tubes.
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.
We've very excited to announce that we're working with Benefit Cosmetics again in 2015 for the launch of Roller Lash a new mascara the Hooks, Lifts and Curls!
We're working on a full experiential campaign that rolls out over the Spring and Summer of 2015 but we've started with the media launch and training tour which is taking place within our 40ft shipping container, now converted into a 1950's beauty salon, inspired by the Roller Lash product packaging.
The training tour will travel to over 25 cities in the UK and Ireland training the Benebabes counter-staff. The Persuaders worked closely with Benefit to organise the transport and locations logistics for the tour, with our staff hosting the truck at each location.
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.
As part of the launch of the new TAR Liner we worked with Benefit Cosmetics to transform a shipping container into a touring training facility. Of course the #criminallyeasy prison theme was carried through from the launch event to the container, with its bright orange exterior to it's cell-like interior and of course it wouldn't be complete without our amazing BeneSecurity guard watching over the girls and making sure everyone behaves!
The truck started its journey in Ireland and is now in mainland UK travelling from Glasgow down to London on a three week tour training staff from Benefit counters and boutiques in all the major cities... dont forget to tweet using the hashtag #criminallyeasy if you spot her on her travels.
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
To celebrate International Chardonnay Day we designed and built the Hardy's #1853Club.
Working closely with the brand and PR Agency SLAM we developed the concept of the 1853 Club, turning blank canvas venue White Space into a 3-day pop-up wine bar.
We took our design influences from the heritage of the brand and many of the tasting notes of the wine itself, with the modern Chardonnay revival allowing us to steer away from the dark, oaky character to create a clean, contemporary space with subtle nods to liquid including a back bar made from hundreds of leaves taken from the original Thomas Hardy's note book, to the fruity coloured bar stools.
A secret tasting room reflected the terroir of South Australia whilst a time-line made from a modern interpretation of the vine led the guests into the main space.
amazing photographs by Hanson Images
Unless you've been living under a rock you'll know that the world is now officially in full-blown World Cup fever. All across the globe, whilst men celebrate the 'Beautiful Game' and pubs and sports bars fill with the cheers of a billion male voices, the majority of women lament the passing of these next four weeks... well not any more! Now, thanks to the gorgeous folk at Benefit Cosmetics, and of course a little help from The Persuaders, the Beautiful Game is finally for the Beautiful People. Yes ladies, working alongside SLAM PR we have created the ultimate girly pub environment, the Gabbi's Head, where you can come and watch all the matches in cool and comfortable Benefit inspired surroundings, learn a thing or too about football, check out some of those gorgeous footballers legs and perhaps get a bit of eyebrow shaping at the same time... what's not to love?
After months of searching for the right venue we finally found the Prince of Wales pub in Drury Lane, Covent Garden. We've painstakingly converted the room on the first floor into a Benefit-pink, female friendly haven for football lovers and we're open for business from midday everyday with some delicious food, stunning cocktails and some fun events happening too over the next few weeks including classic pub games, karaoke and comedy nights. You can check out the Benefit blog for more details of fixtures and events... and we really hope to see some of you there!
with thanks to the amazing Richard Hanson for the beautiful photographs
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: 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.
For over 50 years, Duracell has been powering smiles of children on Christmas morning by bringing toys and games to life. This Christmas, Duracell along with former Spice Girl and mother of one Mel C, are on a mission to help power even more smiles by partnering with Barnardo’s - the children’s charity supporting the UK’s most vulnerable children and their families
To launch the campaign, Duracell offered people the chance to experience a magical Christmas sleigh ride with the loveable Duracell Bunny at Bluewater Shopping Centre.
The Persuaders designed and built an exciting 'green-screen' sleigh-ride, powered by Duracell battery jet-packs! The sleigh sat on a bespoke hydraulic stage and bubbles flew out of the jet-packs. The Persuaders also developed the bespoke animation for the film which was instantly uploaded direct to youtube from site. The youtube site has had over 4000 views and close to a million shares!
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.
As part of the TfL #SeeLondonByBike campaign The Persuaders have designed and built an interactive mobile stand which will visit all the major cycling events in London this summer including the Tour de France, Prudential Ride London and The Tour of Britain.
Working with Grayling PR, our stand has information about each event as well as a pledge wall where people are encouraged to make a commitments to cycling more. We also have a fun interactive 'green screen' area where you can capture yourself winning the Tour de France or cycling through London on a TfL Barclays Bike.
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: 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.