Five of the best LFW activations

With London Fashion Week showcasing SS17 shows this week, Event looks back at some of the best activations for the AW16 shows that took place in February this year.

LG and's emergency garment repair service
LG and's emergency garment repair service

Lavazza's coffee cup design

Lavazza was the official coffee of London Fashion Week for the 15th year in 2016 and recruited up-and-coming Chinese designer Ryan Lo to create a bespoke coffee cup design for the AW16 shows. The brand's beverages were available from the two Store Kitchens and HIX café on Brewer Street and the activity formed part of Lavazza’s work with the British Fashion Council, where it aimed to help establish the next generation of designers by raising their profile.

H&M's The Hub

Retailer H&M transformed its central London showroom into The Hub, a space that operated as the temporary headquarters of official London Fashion Week publication, The Daily during the AW16 shows. The Hub also welcomed members of the style set as they where featured in exclusive behind-the-scenes content, which was distributed via the social channels of both H&M and The Daily. 

LG and's emergency garment care service 

LG came to the rescue of fashionistas with an emergency garment care and replacement service. Devised in partnership with, the experiential campaign encouraged consumers to tweet @LGUK with the hashtag #SaveOurStyle to request a speedy pick up of stained, creased or under-the-weather garments via a branded black van. provided a replacement item while a team from LG used the brand’s home appliance technology to launder the imperfect item of clothing.

Madame Tussauds' LFW experience 

London attraction Madame Tussauds revealed a new experience in celebration of London Fashion Week featuring its models, fashion and sponsor brands. The multisensory exhibition offered guests a backstage look at the fashion event, while a figure of Kendall Jenner was positioned at a dressing table littered with products from LFW beauty partners Maybelline New York and Toni & Guy. The scent of Lavazza coffee, which was a sponsor of the event, was vapourised into the air at the experience.

American Express' lounge space

Brewer Street Car Park played host to a number of pop-up spaces for press, buyers and guests of London Fashion Week. American Express hosted press and buyers to the fashion event in a dedicated lounge space on the first floor of the pop-up space. The finance brand also provided a working area, wifi and refreshments to all accredited guests. Its Amex Insiders proposition, an onsite concierge was also available around LFW.

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