At the opening event for Anya Hindmarchs new collection, upon entry, you received a personalised LABELLED name tag and were directed to the coffee station, to pick up a hot drink and a KitKat (all labelled accordingly). All the products in the collection were displayed by colour and of course, labelled.
Anya Hindmarch herself, was there and speaking to those attending. I joined in and listened on how she wanted to get to know her consumers. This was the highlight of the event for me as I wasn’t expecting to see her much less get the chance to have a conversation with her.
The workshop took place in the basement of the Sloane Street store, which had been transformed into a classroom complete with small school desks. To begin the workshop, Anya spoke about the inspiration for the collection which stemmed from her obsession with organization and wanting to help others become organised in this hectic time. She finished with a quote from Benjamin Franklin: “For every minute spent in organizing, an hour is earned” and wished us well before handing the reins back to the Next Action Associates representative. The participants in the workshop were predominantly working women in London who spent most of the session scribbling notes about the Getting Things Done methodology. The method focuses predominantly on keeping organised lists and setting up filing systems to ‘keep everything in their place’.
In summary, the event was extremely inspiring and it was a surprisingly accessible opportunity to gain insight into mindset of one of the top designers. My key takeaway is to keep an eye out for more events and it’s worthwhile to attend, especially if it’s your favourite designer.
By Hilary Ip