The tour, which is visiting each of intu’s 15 branded shopping centres across the UK, kicked off last month and runs throughout October. It aims to showcase the autumn/winter 2016 collections from major retailers in a stylised performance.
The latest tour was held at the weekend (6-8 October) at Manchester's Intu Trafford Centre and featured a film starring Manchester fashion blogger Megan Ellaby, with her take on this season’s key trends.
The Style Garden, created by retail experiential events agency Maynineteen, is set is a giant 4-metre box that reflects the autumnal aesthetic with huge 3D trees and a myriad of rust coloured leaves framing the army of rose gold mannequins and integrated digital screens.
For the Manchester event, a team of professional dancers and models emerged from the box while wearing the new season’s collections, with peformances hosted throughout the day between 6-8 October.
Retailers from Intu Trafford Centre that featured in the Style Garden included Gap, John Lewis, Karen Millen, Miss Selfridge, Marks and Spencer and Jack Jones among others.
The Garden has already featured at Intu shopping centres in Uxbridge, Lakeside, Chapelfield, Watford, Merryhill, Milton Keynes, Victoria Centre and Broadmarsh in Nottingham, Derby, Braehead and Trafford Centre.
Roger Binks, customer experience director at Intu, said: "We want to make sure that the latest fashion trends are presented in a way that makes it easy for our customers to choose what’s right for them. So we’re pleased to be working with Maynineteen and our retailers to bring Intu’s Style Garden back to our centres across the UK which will deliver all the latest autumn winter fashion trends with the signature Intu twist."
Maynineteen founder and marketing director, Katie Coombes, said: "We are very proud of the Style Garden which will tour Intu centres this autumn. The set for the Style Garden is visually stunning, the show is completely engaging and both combined work really hard to showcase the depth and breadth of autumn/winter fashion that Intu has to offer. We’ve had great feedback from participating retailers in other Intu centres who sold out of key pieces after they’d featured in the show. Working with Megan Ellaby has been a huge coup, and we’re confident that her influence will drive even more sales."
The tour will next visit Intu Potteriees from 12-21 October, Eldon Square on the 15 October and Metro Centre on the 21-22 October, with a final stop at Intu Bromley on the 22 October.
In September, retailers at Intu were able to test-out the latest virtual reality technology and meet Marvin, the intelligent robot from Emotion Robotics, at Intu's interactive Digital Playground.
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