16.12.09

Camden Parkway

Yep, it’s back, the 1980s soda sensation that split the school playground in two. Soda Stream, the nation’s favourite drinks-making machine, re-launched with a Drive-inspired retro-fit pop-up shop smack in the heart of London’s Camden Town, where members of the public were invited to sample the new range of fizzy beverages – ‘mocktails’ no less – and purchase the magic machine that makes it all happen. So if you were one of the have-nots the first time round, this is your chance.

Working in conjunction with old friends Frank PR, we put together this pop-up in the style of an American-style soda bar with a roller-disco theme, thoroughly enjoying going to town on the retro touches necessary to maximise the buzz of this particular brand. We supplied everything from branded graphics and a bespoke lighting-system to vol au vents and bubble machines. Space invaders and giant Rubix cubes leant a laid back lounge feel to the temporary trading post, with items on sale including limited edition products designed by special guests – designer Meg Matthews among them – and SodaStream machines hand-customised by on-site artists Dan Stafford and Emma Bell.

The shop opened in style with a packed launch party. Celebrities included Sophie Ellis Bextor (on the decks), Scott Mills, Jemima French and Shingai Shoniwa of the Noisettes. Hosted by Drive’s very own Roller Girls, party guests were served up all-original SodaStream cocktails courtesy of our in-house mixologist. Now you’re talking. Cheese & pineapple never tasted so good.

01.12.09

Drive big it up to the Mont Blanc Massif

Unable to make it out to the slopes this winter? Need to banish the January blues? Well, this one’s for you. Courtesy of Drive, you now can cozy up at The Clubhouse Shoreditch, where we have installed the latest seasonal sensation to hit London, the rooftop pop-up ‘Alpine Lodge’, currently warming the cockles as we speak on the roof terrace of exclusive Shoreditch members’ club, The East Room (http://www.thstrm.com/rooftop_popup_aplinelodge)

Our brief was let ourselves be inspired by all things ‘apres-ski’ and turn the existing roof terrace, popular in summer months, into a usable space to last out the winter, giving The East Room extra event capacity, a mini metropolitan version of its European Rushmore Group counterpart, The Clubhouse Chamonix, the chic boutique hotel and members’ bar in the French Alps.

The results – a warm & welcoming homely environment for guests to kick off their London shoes, sink into the nearest comfy sofa, eat, drink and toast their toes by a roaring log fire – were astounding. In it’s first month of opening in the weeks leading up to Christmas it was exclusively booked every single night. And it’s still going strong.

Not only attracting record numbers, the Alpine Lodge has been praised all over town by the luxury press, including The Sunday Times, Vanity Fair, The Guardian, Conde Nast Traveller & Haute Living. But don’t take their word for it – go and see for yourself. The Clubhouse Shoreditch is open right through the winter, serving vin chaud, cheese fondue and vodka shots to the end of March. Socks optional. See you there – 17th Feb, 11am – 6pm

01.12.09

Quality Street Christmas ‘Caroleoke’

Potters Fields, Tower Bridge, London

Hallelujah it’s Christmas! Drive, in association with our agency partners Frank PR, start the festive season in style by bringing X-Factor winner Alexandra Burke to lead a chorus of Londoners in song by the banks of the River Thames at Potters Fields, Tower Bridge for the Quality Street Christmas ‘Caroleoke’ concert.

On a crisp yet blue-skied December morning, thousands of passers-by were treated to an intimate concert by one of the nation’s favourite songstresses. Performing in a ‘winter wonderland’ complete with decorated Christmas trees, faux snow and a church choir, the moments were made all the more magical with addition of the gently falling snow – courtesy of the Drive SFX team.

A large format LED screen beamed lyrics to the masses while a bespoke-built Karaoke system ensured that everyone could join in. Sing-a-long classics included the star’s No.1 hit ‘Hallelujah’, popular favourite ‘Silent Night’ and of course the Quality Street anthem ‘Magic Moments’. The X-factor diva then signed autographs for fans and gave interviews, with the event receiving warm reviews in national and local papers.