River Island Home Pop-Up

13 Soho Square, London. 17-19 September 2018.


River Island came to Timebased with the exciting prospect of launching their first ever homeware range. The three-day event was held in an elegant townhouse in Soho Square, close to all the shops on Oxford Street and River Island’s own stores.


The fashion giant’s AW18 collection comprises of 160 pieces that demonstrate the brand’s signature style across furniture, home accessories, soft furnishings and storage. The venue was styled as an inviting home; each room meticulously decorated and painted in keeping with the collection themes. The hand-picked furnishings and walls acted as a coloured blank canvas to highlight the River Island offering.


Passers-by were lured into the ‘RI HOME’ by music from DJ Millie Cotton, into a bright space filled with stunning bouquets, welcoming staff members, macaron treats and a glass of bubbly ready to hand. The ground floor was host to a vibrant blue ‘Electric Opulence’ lounge, leading to a studio-style space for a unique photo moment. Here, visitors left their expectations at the door and marvelled in all three homeware trends in one miniature but magical room. An Alice in Wonderland experience in a bespoke RI Home photobooth.


The staircase was adorned with a striking gallery of pictures from the collection and lush, climbing leaves. Guests were led to the pink ‘Babydoll’ bedroom and cosy ‘New Nordic’ living room where they could continue to immerse in the collections and delight in the beautiful fragrance that permeated the air. Talks were scheduled within the rooms to further engage the audience with expert tips and discussions on interior design and styling.


The launch attracted hundreds of members of the public, influencers, press and special guest Caroline Flack, all enthralled by River Island’s ‘home chic home’.


"It’s been an absolute pleasure working alongside you, to bring our RI Home collection to life in such a dynamic, engaging and elevated way."

- River Island


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