Anya Hindmarch to stage another immersive installation for LFW

By

Barbara Santamaria

Published
Feb 5, 2019

Building on the success of its Chubby Cloud installation last year, luxury designer label Anya Hindmarch is preparing another immersive experience that will open during London Fashion Week.

The brand’s Weave Project will celebrate the launch of the new Neeson Collection, which introduces new lightweight hand-woven tote and cross-body iterations of one of the label’s most recognisable styles.

Described as an “immersive art installation”, the Weave Project will take place in Brewer Street Car Park, London on 16-19 February. Visitors will be able to explore a structure constructed from woven mesh, designed by art collective Numen/For Use, during 30 minute time slots.

The space will feature a café and concept store with some of the brand’s latest designs. Additionally, a series of pop-ups in Anya Hindmarch stores and with retail partners will offer a personalisation service to allow customers to add hand-woven symbols, words and initials to their Neeson bags.

In recent years, Anya Hindmarch steered away from traditional catwalk shows in favour of original, consumer-facing experiences. This new marketing approach led the brand to open an experiential installation featuring its cloud motif during LFW in September and place chubby heart balloons over London’s most famous landmarks in February.