A Citywide Retail Style Weekender

Edinburgh Style Weekend at St James Quarter

A Three day city wide event

Objective

To curate ‘Edinburgh Style’ weekend. A creative and fulfilling three days, centring around fashion, wellness, style & beauty. The event KPIs were to increase footfall, average spend, dwell time, data and enhance all round shopper experience.

Solution

We kicked things off by taking Autumn Winter collections from retailers on a citywide tour aboard a personalised tram courtesy of Edinburgh Trams. We then hosted 2 back-to-back fashion shows, showcasing the best festive looks from retailers in the property. The fashion shows featured a show stopping 60-metre mirrored runway, and attendees wrapped in foil blankets (keeping in-theme with the mirrors) to battle the Scottish chill. Our shows celebrated the people of Edinburgh – reflectingtheir style, individuality and unique approaches to fashion.

We continued our #EdinburghStyle celebrations exploring a range of style focused topics. Our experts hosted a series of talks and panel discussions. Grazia UK talked style, Dyson introduced us to their innovative air wrap technology, Kiehl’s held a skincare class, and Neom gave us their tips for the perfect night’s sleep. We also pulled in local talent, with Skela Studio hosting a workshop sharing their expertise in all things interior design. Not only did guests enjoy champagne and great conversation, they got to leave with a goody bag filled with retailer treats!

Challenges

The event was postponed at the last minute due to the sad loss of Queen Elizabeth II so we worked alongside our partners to reschedule the whole event. There was also a last-minute change in fashion show location, and we had to overcome the cold Scottish weather conditions.

REsults

Great event delivery and our client couldn’t be happier. We worked well as a team internally and in the centre with everybody committed to making the event series a success. Overall, the event ran smoothly, guests loved it, and we met all of our client’s goals.