Urban brings chic to Elle Style Awards

Urban Productions put together the revered Elle Style Awards and aftershow party at Spitalfields Market and the Old Truman Brewery's Z Rooms.

What was the party?
Top fashion magazine Elle held its annual Style Awards ceremony and aftershow party at London's Spitalfields Market and the Z Rooms in The Old Truman Brewery. It was attended by a host of A-list celebrities, models and movers and shakers from throughout the fashion industry.

How was the party themed? One of the capital's oldest markets was transformed into a luxurious setting, with half the space draped to create a bespoke venue. Inside this temporary structure the minimalistic chic design, resplendent in diamonds and denim, established a refreshingly clean feel. Guests were led along a pink carpet before being welcomed into an elegant, white-draped reception area, where the focal point was a bar complemented by diamante chandeliers. To the right of the bar a white leather and diamante-studded wall opened to reveal the main awards arena, where a circular stage rested underneath a huge three-sided plasma screen.

Foregoing conventional furniture, guests were seated at rectangular tables around the stage. For the aftershow party, and in keeping with the minimalistic chic vibe, the Z Rooms' blank canvas look was also decked out in pink and white. On the ground level, a pink drinks bar and separate pudding bar provided focal points, while white sofas and seats added a touch of living-room comfort. On the mezzanine level a traditional wooden Godiva chocolate bar, white and pink-cushioned beds and a drinks bar were situated under a series of cleverly positioned up-lighters.

Who was behind the party? Matthew Turnball, marketing and new business manager at creative event agency Urban Productions, designed the awards ceremony and party concepts. He used Urban's own specialist caterers and also enlisted the help of lighting expert Renegade, florist Chris Jones and draper Cover It Up.

What were the highlights? Talking points were the secret doors in the reception area that opened, James Bond-style, to reveal the awards ceremony, along with the way that the room broke from convention with rectangular tables. The contemporary bedroom feel of the mezzanine level at the aftershow party, plus the number of celebrities who took time out to head to the East End – including Kylie Minogue and Little Britain co-creator David Walliams – made this a fashion event that will stay in the memory.

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