Create an immersive presentation of Astley Clarke’s AW14 collection at the The Groucho Club. The piece needed to be an innovative and memorable experience for press, and ultimately lead to social, online, and print coverage of the latest collection.
The second element to the brief was to incorporate the same creative at an immersive Launch Party at the Serpentine Sackler Gallery, for Astley Clarke’s VIP guests, press and celebrity friends.
Channelling the audacious Thomas Crown we choreographed two dizzying jewellery heists. In a private room at The Groucho, invited journalists from titles such as Conde Nast, Vogue, and Tatler, looked on as a posse of sharply attired gentlemen filed into the room. Suits were provided by a lovely friends at Duchamp. Our pianist performed an original composition of Nina Simone’s Sinnerman as our Thomas Crowns weaved deftly through the room, endlessly swapping their briefcases, in a tightly choreographed performance. All at once they came to a standstill, clicked open the briefcases, and revealed the beautiful AW14 Astley Clarke Fine Jewellery Collection to the journalists.
The second event was a glamorous Launch Party at The Serpentine Sackler Gallery. As guests, including Sienna Miller, Matthew Williamson, and Sarah Brown sipped their cocktails, they noticed the same elegant gentlemen circumspectly eying the jewels displayed in the centre of the room. DJ Laura Whitmore played a remix of Sinnerman and our heist began. Our Thomas Crowns weaved through the crowd, ascending the podiums they snatched the jewels, swapping cases until the stolen one was lost in a sea of replicas. Then all at once, as the music soared, they disappeared with the gems, only to return again with the AW14 collection in their arms to present to guests.
Having never taken part in or hosted an immersive experience before we had to place our trust totally in Reuben Feels. And they did not disappoint – taking a fresh, sophisticated approach that resulted in two outstanding performances. Intelligent and professional throughout – we are thrilled.’
– Fran Cookson, PR & Brand Marketing Manager, Astley Clarke
Photography by Charlie Wheeler