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This event involves the revision of two major aspects of the
Covent Garden offer: Spectacle and Space. Both aspects
are strengths of the current Covent Garden offer and will
be used at the advantage of the strategic development of
this project to attract younger crowd in the area.
Future thinking will also be involved in the process of this
event as new solution regarding the future of fashion shows
will be investigated.
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Covent Garden is a neighbourhood of Central London
largely renowned for its entertaining offer, varying from
free street entertainment to high profile West End shows.
The event will utilize the neighbourhood establishment
within that field to develop and event that will offer a new
genre of entertainment, in sync with Topshop’s innovative values.
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Covent Garden is an iconic landmark of London,
its historical values and unique architectural features
have established the neighbourhood as a popular
destination for both local and international visitors.
Covent Garden setting promotes strong British values in the popular culture minds. The setting will
be utilized to enforce the symbolic of Topshop as
a successful British brand throughout the course of
the event by largely promoting the space it is taking
place in to empower Topshop’s heritage.
The development of the Topshop village will implicate the practice of Future Thinking, as it will aim
to introduce new solutions to the future of fashion
shows as well as innovative tactics for brand communication.