Birmingham-based retail and leisure destination, The Mailbox, has transformed its underground car park into an ‘urban’ catwalk.
On Thursday 25 September, city fashionistas and VIPs gathered in The Mailbox’s car park to see the latest trends at Harvey Nichols’ Autumn and Winter ’14 fashion show.
The Mailbox is currently undergoing an extensive refurbishment, which will be completed in 2015. As a result, event space was limited so The Mailbox and Harvey Nichols teams had to be creative about where the fashion show was held.
After agreeing on a suitable area with the right layout and height capability to house the show, the decision was made to block off half of the lower car park. To minimise disruption to The Mailbox visitors, this was completed at a quieter period over the Sunday.
Event organisers, Lemon Zest, were brought in to complete the transformation, putting up a backdrop for the catwalk made up of corrugated metal sheets.
A corrugated metal wall and entrance featured within the car park also acted as a backdrop for rusted Harvey Nichols branded letters. The overhead lighting and the existing concrete car park floor were kept in place.
The Harvey Nichols team worked with Lemon Zest to set up the seating, drinks and canapés, fridges and sound systems.
The Mailbox marketing manager Tarah Hewitt said: “Holding a fashion show in a car park is always going to be challenging and the main priority for us it that we don’t cause disruption to shoppers. Luckily, the layout of The Mailbox car park meant that we could section off the event space whilst keeping the car park operational and easily accessible to our visitors.
“Preparing for the show required a huge amount of meticulous planning but carrying out work during our quieter shopping periods enabled The Mailbox to carry on as normal without disturbing shoppers.
“The feedback from those who attended on the night has been great and keeping the Harvey Nichols store open until 10pm for guests to carry on the fun proved to be very popular.”
Lemon Zest event organiser Charlotte Hateley added: “As event organisers, we’re always on the lookout for unique spaces to create memorable events and The Mailbox car park undoubtedly created that for guests at the Harvey Nichols show.
“The raw urban rustic vibe combined with the height of cutting edge fashion, made sure guests were left with lasting impressions.”