How to make a real fashion statement with location:live

As more and more entrepreneurs storm the market with new and contemporary ideas, the fashion industry is becoming increasingly saturated. In order to gain consumer attention and stand out from the competition, established brands are looking for more extravagant ways to connect with their audiences through elaborate runway shows, immersive experiences and bold advertising campaigns. With fashion brands often in need of more bespoke and unique spaces to deliver ambitious activations, our highly experienced team specialise in finding the right location to meet the campaign's objectives.

In 2021, Burberry unveiled its Spring Summer 2021 Olympia Bag by designer Riccardo Tisci, inspired by the strength of today’s femininity and freedom of expression. To ensure its launch resonated, a giant replica of the new fashion accessory sailed down London’s iconic River Thames, beginning its journey at the Royal Victoria docks, and passing by several famous landmarks over three days. The activation generated a huge amount of PR coverage and excitement across the capital city. Planned and booked with our expert team, this stand out and unique placement was the perfect way to grab the attention of consumers and generate a buzz for the brand.

Last year, Adidas were on the hunt for the perfect location to deliver their ‘Bra Revolution’ campaign, celebrating women who are breaking boundaries in the worlds of sport, fashion and culture, and the brand’s new sports bra collection. 8 statues of female change makers were positioned beside City Hall on the South Bank in London, which were 3D printed using recycled plastic waste from the ocean. The activation by experiential agency Hyperactive London, was planned and booked with our location experts to ensure the campaign fulfilled its purpose, with research showing only 4% of statues in the city were of women. The statues were in situ for two weeks before residing in the communities of the women involved.

As fashion brands can be typically limited in interactive elements compared to other industries' products, it is vital that brands and agencies think creatively to make an impact when activating, hence the popularity of fashion shows. This is the ideal way for fashion brands to showcase new collections, bringing them to life in an atmospheric environment that will leave a lasting impression. It also provides their audience something to look forward to, with a sense of excitement and anticipation, strengthening the brand’s relationship with its customers.

In 2019, our team was tasked with finding the perfect venue for Burberry’s SS20 carbon-neutral run-way show, with models including Bella and Gigi Hadid. The space needed to encompass a lavish feel, allowing for a generous catwalk and giant sound system, able to hang from above. White City’s Troubadour theatre was the ideal venue to compliment the event and luxury brand, ensuring the event made a real fashion statement.