Hackett x Aston Martin Racing Pro Collection Launch
The Vinyl Factory, Soho, London. 26 February 2019.
An event to celebrate the launch of the Aston Martin Racing Pro collection by Hackett London for Spring Summer 2019, at The Vinyl Factory's private, industrial space. The collection boasts a bold new range of premium clothing designed and crafted for the man who desires forward-thinking and engineered sportswear. Two brands coming together to complement an era of modern power and race technology.
Drawing inspiration from the new Racing Pro line, the colour palette was sleek and neutral. The lookbook's soft monochrome was emulated with off-whites, blacks and flashes of Aston Martin’s signature lime green. The heroed hexagonal print seen in the detail of the fabrics and the backdrops of the campaign imagery was integrated into the space, using different materials to create tactility and texture. The clean and linear lines at the core of the collection were mirrored with angular geometric shapes on the floor and walls.
The energy of iconic racing circuits was captured through a striking conceptual light treatment. One that saw the space flooded with both moving and static lights. Juxtaposing the motion of the lights, the new collection hung from static neon tube rails, suspended from a raw scaffold structure. The rough, unfinished, three dimensional material highlighted the premium finish and quality of the collection, perfectly framing the product for photographs.
Quiet Man, an emerging jazz and funk band, played live to the crowd whilst they enjoyed delicious seasonal canapés and glasses of bubbly. Later in the evening, a DJ took to the decks to continue the lively atmosphere.
VIP attendance included Hackett Founder and Chairman, Jeremy Hackett, Aston Martin Vice President and Chief Creative Officer Marek Reichman, Hugo Taylor, Henry Conway, Ali Gordon and Alistair Guy, in addition to numerous influential press members. VIPs posed for photographs against a parked Aston Martin car inside the venue.
Project Tags
Companies
Hackett London
- Retail
