Speedo have collaborated with London-based architects Rock Townsend to create a unique sales launch for their 2016 Rio-inspired swimwear range.
The opening, hosted at the Underdog Gallery beneath London’s iconic railway arches, celebrated the achievements of Rock Townsend, Speedo and Pentland Brands in creating a unique product experience for prospective buyers.
Aiming to take clients out of the traditional selling environment, the team behind the launch created a full sensory event, using the sounds, smells and sights which inspired the new swimwear range as themes for the launch.
Mimicking an underwater environment, 8000 metres of ribbon suspended from the ceiling of the arches were lit in the colour palettes of the new collection, with the sounds of the sea and scents of the ocean combining to create a luxurious and exotic immersive experience.
The space, also designed for function, incorporated discreet sales pods and an engaging exhibition space.
Speaking of the collaboration, Katie Greenyer, Creative Director at Pentland Brands said:
“We really wanted to take buyers out of their comfort zone. Putting them in an environment where they could forget about the outside world meant that we could really get across our passion for the brand and the products.”
Speedo’s UK Commercial Director, Justine Whitby added:
“We have seen a direct increase in promotional space secured for 2016 as a result of this collaboration with Rock Townsend, inspiring our buyers to completely immerse themselves in the essence of the new range and see how it would appeal to their customers. Overall it’s been a really valuable few days spent with our key strategic customers, engaging them around 2016 – the Year of Swim.”
