Exploring craft offers the opportunity to look more closely at a brand's DNA and origin…
On Wednesday 27th November, Sainsbury’s launched their new Spring/Summer 2014 Home and Lifestyle Collection. Hosted by Camron at 25 Soho Square, stylist Suzanne Stankus transformed an open white space into a fresh inspirational summer haven creating the perfect backdrop to showcase Sainsbury’s new range.
Over 100 press dropped into the show to see key trends for the forthcoming season – bohemian ‘Boho Chic’, nature inspired ‘Botanical Gardens’, pretty ‘English Vintage’, pared back ‘Refined Rustic’ and nostalgic ‘Memory Lane’ – each showcasing stylish trend-led products across home accessories, cookshop, textiles and furniture. In addition, a dedicated area was playfully styled for journalists to see the new outdoor and kids ranges, including gardening accessories and alfresco dining.
Throughout the show guests were invited to sample canapés and refreshing drinks provided by Urban Caprice, each served with elements of Sainsbury’s Taste the Difference range. A relaxing breakout area was also available, enticing press to stay and chat to Sainsbury’s director, Robbie Feather, and Pam McDermott, Head of Home Buying as well as other key members of the buying team, giving an insight into the brand and the inspirations behind the new collection.