September 2018 saw Theme Traders take centre stage at London Fashion Week SS19! Our team was approached to create a stunning backdrop and setting for the AADNEVIK runway show at The Royal Horseguards Hotel, London. AADNEVIK is a London based luxury womenswear brand. Celebrity fans of the label include Rhianna, Beyoncé, Madonna, Selena Gomez, Jennifer Lopez and Jourdan Dunn to name a few.
Whilst we have provided furniture and backstage areas for LFW in previous years, this was the first time we were given the opportunity to actually design and build a set for one of the shows. The whole team were really keen to show off their creative flair for such a high-profile event.
The designers at AADNEVIK wanted us to realise their vision of an Alice in Wonderland inspired set. The design was to put emphasis on large, oversized features that complimented the brands defining themes – a blend of opulence, sensuality and gloom.
This project brought with it some unique challenges for our teams who needed to think in terms of visual display in person but also how the design would translate when photographed. When designing and creating the set our team were mindful of how the backdrop would look from the end of the runway where the photographers were based. It was vital the large features such as the mushrooms were visible and in shot when the models were walking. While the whole set had to look fantastic ‘in real life’, it was more important to the client that the images of the show were perfect, as these images are ultimately what would reach their wider audience, online and in print.
We’re pleased to say the finished set looked incredible. The client was thrilled with the end result and we were invited to watch the runway show. It was wonderful to get to enjoy the whole experience – from conception, to build and then the live event.
“I hope you are well and enjoyed the show. We can’t thank you enough for everything – the venue looked amazing!”