Chinatown Takeover Previewing the SS18 collection

  • PR & Influencer Relations
  • Digital & Social Media
When DRYKORN released the first images of their military inspired FW17 collection back in May, the lookbook took everyone by surprise. Neon signs, delivery trucks and food boxes surrounded a rather colourfully stark yet cool collection, with Chinatown as the campaign's location. The result was perhaps a bit odd – or at least different – yet beautifully stylised, very street and overall impressive.

Despite the departure from this visually tantalising setting for the SS18 collection, Nightingale still felt that it was necessary to look back in order to move forward. That is why, when the experimental concept agency was asked to host a press dinner, Nightingale took a bolder and even bigger approach.

As an ode to the FW17 collection, Nightingale invited key influencers and journalists to celebrate the current season while being introduced to the new collection, all during one big guerilla event. With over 100 people attending the Chinatown takeover, the event was a big success. The agency decided upon Fong Mei as the location, transforming the decor and creating a scenography that looked like it came straight from the latest Blade Runner movie set.

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