Cushman & Wakefield
‘The Future of Fashion’ project saw us partner with global real estate advisor Cushman & Wakefield to create a unique installation for one night at Central Saint Martins, which perfectly demonstrates how the creativity of our students and graduates can elevate a commercial event into a truly immersive and inspiring experience.
The brief to second year BA (Hons) Fashion Communication and Promotion students was to conceptualise a live fashion event displaying the work of acclaimed recent CSM graduates Quoi Alexander, Sang Yoon and Charlotte Tydeman. The students pitched their ideas to a judging panel which consisted of industry experts Justin Taylor, head of EMEA retail at Cushman & Wakefield, i-D’s magazine’s managing editor Lynette Nylander, Samantha Bain-Mollison, head of retail strategy and lettings, Shaftesbury PLC, and Max Karie, head of special projects and collaborations at The Cambridge Satchel Company, who gave some context to what they were looking for: "As a retailer, immersive thinking and immersive retail is on the up in terms of telling stories, taking the customer on a journey from the minute they walk through the door". The concept ‘Hotel Central Saint Martinez’ was chosen as the winner, which proposed turning an area of the college into a luxury hotel experience, with themed rooms showcasing each designers’ work and signature style.
CSM’s production team brought ‘Hotel Central Saint Martinez’ vividly to life with carefully chosen décor and furnishings. This was accompanied by food, pastries and cocktails specially curated to complement the designs to ensure a fully immersive experience for the client and their invited industry guests.
As BA (Hons) Fashion Communication Course Leader Hywel Davies explained: "Central Saint Martinez is about transporting the audience into a different world – away from corporate designer retail spaces and clinical branding."
The event was a huge success, generating significant press and social media coverage, demonstrating how the students and production team worked together to interpret the brief perfectly. Cushman & Wakefield’s head of EMEA retail, Justin Taylor said of the event: "CSM did absolutely everything that they said they would do. The event was excellent. The CSM team behind the project were 110% engaged. I do not think the CSM team or the students could have done anything more. It was absolutely excellent... We’re proud to support emerging British fashion talent and the extraordinarily talented students at Central Saint Martins."
Event and Experiences Executive
Tel: +44 (0)20 7514 2974