We were approached by Frank PR to produce an internal party for key Fila partners, directors and staff from around the world. The guests formed an eclectic crowd so the event needed broad appeal while maintaining its element of cool.

The Gardening Club in Covent Garden became the chosen venue, where the catering, AV, sound and lights are managed in-house. The management were flexible to our needs and a pleasure to work with.

From our external suppliers came bespoke flower arrangements in red white and blue, vinyl cut branding fitted to the venue’s gilt-framed mirrors, two professional models Erica and Katkin, and The Earthlights Boogie Band. Fila’s own point-of sale branding included portraits of Danny Dyer and Tamer Hassan and gilt framed vintage clothing once owned by Boris Becker.

The Earthlights Boogie Band performed a tight roster of classic covers in the funk/soul/disco vain. After their first half-hour set the crowd were well up for a party! DJ Kharrington took over between band sets and kept things moving well in to the wee hours.

Erica (left) and Katkin modelling Fila tennis dresses.

We used low-tack vinyl branding on the mirrors adding subtle branding in keeping with the venue.

We screened a short gangster-style online viral film produced by Red Bee Media for Fila. Featuring Danny Dyer and Tamer Hassan, the film culminates in a gangland beating that turns out to be more harmless than it first appears:

http://www.viralblog.com/2008/03/11/

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