When a party is mentioned with excitement and anticipation in The Sunday Times, The Evening Standard & Metro before it takes place, it’s a party we want to be involved with! So when we were tasked to create a landmark event which would be the talk of the town to launch “The Park Crescent”, possibly the most glamorous and luxurious new apartments in central London, we jumped at the chance.
Working closely with our client we ensured that every element of our event concept from the food, entertainment, lighting, design and floristry clearly communicated and adhered to The Park Crescent’s immaculate brand values.
The USP of these incredible apartments is their exclusive access to 8 acres of private gardens, slap bang in the middle of W1 – and it was in these gardens that we erected a 50m glass ceilinged, glass walled, top spec marquee which allowed guests a tantalising view of the stunning John Nash regency facades as they sipped their cocktails.
To emphasise this USP we explored the theme of “Bringing the Outside In” and working with an interior designer, created a marquee entrance to mimic one of the apartment’s stylish lobbies, before guests emerged into the main marquee which was designed to be an extension of the surrounding gardens.
Attention to detail was key to the event’s success. For example, the rear of each apartment looks out onto a living wall, and to highlight this feature, florist Larry Walshe constructed a living wall stage back drop, creating an on brand focal point to the evening’s entertainment. Similarly we ensured that the Park Crescent’s signature fragrance, Jo Malone’s Pomegranate Noir was used throughout the event to add a sensory note.
And what of the food and drink? Zafferano’s mixologists created a collection of 4 signature floral and herbal English cocktails named after the 4 newly launched apartments: The Byron, The Wedgwood, The Constable and The Nash.
The evening was all about luxury and generosity, and we created an elegant menu of quintessentially English canapes accompanied by bowls of firm favourites; shoulder of lamb, roasted cod, and Cheddar soufflé. A focal point food station offered Zafferano cured Salmon and Salt Beef, hand-sliced to order and served with a selection of colourful, seasonal salads.
The evening finished on a high note with a Golden Valrhona and Salted Caramel Opera Cake and a performance from renowned soprano Laura Wright, accompanied by a 12 piece band. Pun intended!