The Fashion House of Echo Falls will take place on 13 August between 5pm and 9pm at La Galleria Pall Mall, within the Royal Opera Arcade in London.
The pop-up is being organised off the back of Echo Falls’ launch of its limited-edition range with fashion designer Holly Fulton. The brand wanted to bring to life its consumers' love of spontaneous nights out with friends, while reflecting the designs Fulton has created for the wine brand's bottles.
Devries Slam will be working with event production company The Persuaders to transform the space into a working fashion studio-meets-girly bedroom, featuring antique-style armoires and stained-glass window effects around the venue.
A number of brand partnerships have been formed as part of the Fashion House of Echo Falls. It includes Nails Inc and Benefit Cosmetics, which will be giving free manicures and beauty treatments on the night to attendees respectively.
Fashion retailer USC has also come on board for the activation and will be giving away fashion freebies, as well as providing styling advice to guests.
Consumers will be granted a secret code word for entry into the experiential space, either via Echo Falls’ social media platforms or through the Evening Standard newspaper, which the brand has formed an advertising partnership with.
Natalie Tesoriero, associate director at Devries Slam, told Event: "We are expecting between 250 and 300 visitors to attend during the four-hour period the pop-up is open. It's ambitious, but we are confident that with our Evening Standard partnership we will achieve this."
She added that if the London pop-up goes well, the activation could go nationwide next year. "We hope to do more of these in 2015, outside of London and in major regional cities such as Leeds and Manchester – almost creating a roadshow experience," Tesoriero explained.
Comment below to let us know what you think.
For more in-depth and print-only features, showcases and interviews with world-leading brands, don't miss the next issue of Event magazine by subscribing here.