THE BRIEF

As Principal Partner of London Fashion Week, 1664 Blanc wanted a standout moment to mark the event’s 40th anniversary, capturing fashion fans and culture seekers during the buzz of the September shows.

The ambition: a bold, consumer-first activation that sparked conversation and solidified the brand’s fashion credentials.

WHAT WE DID

Just steps from 180 The Strand, we took over Covent Garden’s East Piazza with a 1664 Blanc, Parisian-inspired pop-up, drenched in signature Yves Klein blue. The hero airstream served chilled beers, while a catwalk and glambot delivered showstopping photo moments.

We teamed up with NEWGEN designer Tolu Coker on a limited-edition tote and commissioned Le Journal Bleu - a bespoke newspaper packed with insider LFW content. The city turned Blanc blue with branded taxis and a surprise flash mob of dancers in graduate designer looks.

Model Jourdan Dunn gave the brand a GRWM spotlight en route to the Burberry ICONS party and 1664 Blanc’s own bar at the season’s hottest event.

RESULTS

Culturally resonating - 214 posts + stories with 40M combined reach

Reaching millions - 81.5M OTS, 50+ earned editorial in fashion, lifestyle media

Building awareness on social - 214 posts + stories with 40M combined reach and 62% follower increase

Driving conversation - 130+ pieces of Influencer content, 8.1m+ reach + 7.5% overall engagement rate

“2024 has been an incredible year for 1664 and none of which would have been possible without an outstanding brand team and an equally outstanding lead agency partner to match”

Dharmesh Rana, Director Of Marketing Premium Brands, Carlsberg Marston’s Brewing Company