High street retailers Argos and Homebase chose the blank canvas spaces of OXO2 to showcase their AW14 homeware collections, in a one day press event attended by over 80 home interest and interior journalists and bloggers.
The bespoke event made full use of the creativity of the Mask Events team, who completely transformed the venue’s two gallery style rooms.
One side of the venue became the Argos homeshow. Five large rooms sets and seven smaller plinth stories were created to introduce the brand’s latest collections. Each room was designed to reflect both a time of year and the personality of its inhabitants, enabling guests to travel through all 12 months as they moved through the venue.
A kitchen and dining space was set up for a Valentine’s meal, whilst a bedroom scene was designed for a teenage student in the thick of May’s revision season. A young couple were in the midst of packing for a holiday in another bedroom setup, which showcased their love of travel in a range of globetrotter-inspired accessories.
A living room was prepared just in time for the X Factor final, and came complete with mismatched cushions, pizza boxes and popcorn. The final scene was a festive one, with a dining table set up for the traditional family Christmas dinner, including those all-important extra chairs for last minute guests.
Guests were also introduced to Argos’s new ‘Heart of House’ brand, a high-end home and furniture brand designed to respond to modern living. The new brand has recently become available to customers, with a choice of 1,200 products across furniture, homewares and upholstery.
As guests reached the second side of OXO2 they were invited to explore Homebase’s product collections, with an event design embodying Homebase’s core purpose: ‘Helping everyone live in a home they love’.
Focussing on the brand’s key trends Mask created Homebase Street, presenting the brand’s products in a variety of inspiring settings. The end result saw a range of different rooms created, from a florist, a bar and a boutique country inn to a hardware store and Christmas store. Experiential elements were also added, to ensure all guests engaged with the new products.
Catering was provided by OXO2’s in-house team, with guests enjoying a selection of summer dishes as they moved through the venue and picked out key pieces from each collection.