BRIEF

For the launch of AF X Primark, Publicity Loft were tasked with creating a show stopping launch event to celebrate the arrival of the exclusive collection to Penney’s stores in Ireland in line with the international brief provided. The brief was specific to delivering full production of the event which included sourcing unique venue, catering, production, entertainment and photography of same.

DELIVERY

AF X Primark was the ultimate pink party! Finding an unknown venue that had the ability to act as a blank canvas is always a challenge and As One proved to be the perfect location marrying museum meets club experience. It brought heart, fun, great music by DJ Mona Lxsa, an energised crowd and all aspects had the AF X Primark stamp throughout. The dress code on the night was nude and pink colours with all food following the relevant dress code including pink mini sliders and pink chocolate dipped strawberries. Our ‘pink’ carpet was the perfect backdrop for that celebrity injection and made everyone feel like a VIP on the night. Upon departure guests were gifted with a Primark voucher to purchase the collection in store and experience the product range first hand.