Spring/ summer 2018 Round-up
Fashion For Relief show hosted by Naomi Campbell
During the 70th anniversary of the Cannes Film Festival, My Beautiful City produced Fashion for Relief annual charity gala and fashion show. Hosted in a stunning private airport hangar, the star-studded runway Naomi Campbell herself, Natalia Vodianova, Kate Moss and Antonio Banderas, the guests then enjoyed a beautiful gala dinner and were fantastically generous in the art auction that followed.
Julien Macdonald SS18
Bankside Vaults; the scene for this season’s Julien Macdonald LFW show. As ever it was a spectacle to behold and more a party than a show, the space was flooded with strobe lighting, lasers and sequins. The impressive model lineup included Winnie Harlow, Alessandra Ambrosio and Hailey Baldwin. My Beautiful City teamed up with Refinery 29 and Ciroc Vodka to help maximize Julien Macdonald’s social media exposure on the night.
Versus Versace SS18
The Central Saint Martin’s Kings Cross Campus was home to My Beautiful City’s production of the Versus Versace show during LFW SS18. Built across the back of the venue was an immense wall of stacked 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 was incorporated with a bespoke angled backdrop, designed with suspended florals and installed as a photobooth, maximizing the event’s digital footprint. The guests were captured by 9 cameras simultaneously and then instantly turned into a fantastic GIF or a bespoke image as a keepsake for guests.
Michael Kors x Tatler
My Beautiful City produced the opening night of Michael Kors’ Exhibition ‘Tatler’s English Roses’, taking over the entire Saatchi gallery. With free reign of the building, guests immersed themselves in 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 and the owner Michael Kors who flew in especially.
Michael Kors x Sexy Ruby
Michael Kors’ Sexy Ruby perfume was launched in the striking South Tank at the Tate Modern and designed and produced by My Beautiful City. The perfume led the design and exploration of the entire event, from the florals, to the colour palette, the basis for the event was social traffic and as such, all elements were designed so that guests were able to capture and convert social traffic to Michael Kors.
From start to finish, this immersive event was designed to showcase explorative elements of the perfume, including a functioning olfactory bar that also told the story of the perfume through bespoke cocktails and an engraver personalising the bottles as gifts for guests to take with them.
Held in a school hall in the shadows of The Sacré Coeur, Paris, the space was transformed into a nostalgic ‘Prom Gone Wrong’ scene for the presentation of the SS18 ALEXACHUNG collection. Bespoke choreography saw the models create a playful 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 for which My Beautiful City flew over London based food blogger, Tess Ward to curate the menu and booked the upcoming dream pop band, Winter, a pairing that worked sublimely to create the perfect mood for an al fresco dinner party in September.
Peoples Of All Nations
My Beautiful City helped to produce an immersive presentation for Peoples Of All Nations, where an impromptu introduction to their SS18 collection, transformed into a Stanley Kubrick’esque after party. The spectacle included an underwater dance, light performance and firework heavy rocket launch that all took place in the stunning grounds and pool house of a sensational mansion in rural Kingston.
Alexa Chung SS18
Versus Versace SS18
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.