Spring/ summer 2018 Round-up
Fashion For Relief show hosted by Naomi Campbell
For the 70th anniversary of the Cannes Film Festival, MBC took over the private airport hangar outside the city to host Naomi Campbell’s annual Fashion for Relief show. The event consisted of a celebrity runway show, gala dinner and surprise performance by the legendary Lauren Hill. An array of stars walked including Naomi Campbell, Natasha Vodianova, Kate Moss & Antonio Banderas.
Julien Macdonald SS18
Held at the notorious Pulse Nightclub in the Bankside Vaults, MBC produced Julien MacDonald LFW SS18 show. The spectacle was all party, flooded in strobe lighting, lasers and sequins. The impressive model lineup included Winnie Harlow, Alessandra Ambrosio and Hailey Baldwin. MBC teamed up with Refinery 29 and Ciroc Vodka to help maximize Julien Macdonald’s social media exposure.
Versus Versace SS18
MBC produced the Versus Versace show at the iconic Central Saint Martins, Kings Cross Campus during LFW SS18. Across the back wall of the venue were stacks on stacks of speakers blasting out the soundtrack that set the scene for the collection’s inspiration. An oversized paper installation created a moving mosaic and brought a playfulness to an otherwise austere space.
My Beautiful City produced two interactive photo moments for Mulberry store launches in Hong Kong and Shanghai this June. A 90-degree camera rig photo booth was installed, maximizing the event’s digital footprint. The guests’ image was captured by 9 cameras simultaneously then converted onsite in to a bespoke takeaway image for anyone attending. Suspended florals created a strong aesthetic for the new stores.
Michael Kors x Tatler
MBC produced the opening night of Michael Kors’ Exhibition ‘Tatler’s English Roses’, taking over the entire Saatchi gallery. With free roam of the building, guests immersed themselves into a digital landscape within the exhibition, enjoyed photo booth fun to upload directly to social media and danced until late with sets from the likes of DJ Henri and 2ManyDJs. High profile guests included Jourdan Dunn, Edie Campbell & the owner Michael Kors flew in especially.
Michael Kors x Sexy Ruby
MBC secured the Tank Rooms at the Tate for the launch of Sexy Ruby, Michael Kors perfume. Designing and installing a bespoke series of spaces with the client to ensure a strong focus on digital exposure and experimental immersive activations.
Alexa Chung SS18
Held in a school hall in the shadows of The Sacre Coeur, Paris the space was transformed into a nostalgic ‘Prom Gone Wrong’ scene for the presentation of the SS18 ALEXA CHUNG collection. Models were choreographed to create a playful and but solemn narrative that perfectly encompassed the nature of the collection.
Chloe x MOCA
The rooftop of the Museum of Contemporary Art provided the perfect setting for an intimate LA Chloe dinner. The event celebrated the recent opening of the Anna Maria Maiolinao exhibition. MBC flew over London based food blogger, Tess Ward to curate the menu and booked the upcoming dream pop band, Winter.
Peoples Of All Nations
Held at a mansion house in Kingston, the ground floor, garden and pool house were transformed into a Stanley Kubrick’ esque production with immersive moments throughout. The spectacle included an underwater dance and light performance, “guerilla fashion show” and firework heavy rocket launch.
Autumn/winter 2017 Round-up
My Beautiful City were in the thick of a busy month of fashion, kick-starting New York Fashion Week with the launch of Fendi’s digital platform, “f is for…” targeting millennial fashion and music enthusiasts globally. The night was celebrated with a stellar line up of Hip Hop artists and House DJs from around the world.
Versus Versace’s third season showing at London Fashion Week was attended by an 800 strong audience of UK and international VIPs, press and buyers. Donatella’s striking collection dominated social media as Gigi and Bella Hadid walked the runway through a bold and dramatic light show designed by My Beautiful City.
My Beautiful City transformed a derelict townhouse in Mayfair into a club environment, lit in shocking-pink hues to launch the YSL Beauty Club. The event celebrated the new YSL lipstick range where DJs were framed by a pair of 8ft red lips and sinks full of beautiful lipsticks were made available for guests to enjoy.
Victoria Beckham’s new range for Victoria Victoria Beckham was showcased in the beautiful and iconic setting of The Ritz during London Fashion Week. My Beautiful City updated the classic Ritz interior with some of Victoria’s signature minimalist and modern elegance.
The Old Central Saint Martin’s College building welcomed Emilia Wickstead back to her roots with a moodily lit, salon style show. Whilst at Goldsmiths Hall, surrounded by tall columns and medieval paintings, Julien Macdonald’s equally opulent collection, was led by model of the moment Winnie Harlow.
Other highlights included an intimate party at Bush Hall for Marks & Spencer to celebrate the second Archive by Alexa collection designed by Alexa Chung. Not long after, during Paris Fashion Week, My Beautiful City produced the debut presentation for Alexa’s very own name-sake label which went down a storm in a newly restored classic building in the Marais district.
My Beautiful City continued its longstanding relationship with Vivienne Westwood by producing her London Fashion Week Mens AW17 show that featured both men’s and womenswear. It also marked her return to London after seasons showing in Milan.
My beautiful City was also behind the exotically green and botanical set that Maison Mihara Yasuhiro’s collection was shown amongst at the Barbican Conservatory.
And lastly, Boutique 1 celebrated in style at it’s own store in Sloane Street to mark the launch of its e-commerce platform. In keeping with the digital innovation, My Beautiful City designed a bespoke photo booth with a digital glitter backdrop from which guests created their own 120 degree GIF.
f is for…FENDI
Versus Versace AW17
INTRODUCING OUR NEW WEBSITE
To mark our 10th Anniversary and the start of an exciting new chapter for My Beautiful City, we have updated our website and brand identity to reflect the growing creative and strategic work we’ve been doing here at our London HQ. As a fully integrated creative agency, we now offer art direction, content design and brand strategy as well as our core production services.
We love taking a holistic 360 approach to your campaigns and events, ensuring we stay true to your brand DNA whilst continuously pushing boundaries. Take a look at the new site and our recent work, we’d love to know what you think.