Leyla Sitki
11 OCTOBER 2023
Taking place during London Fashion Week, the event brought together elements of exhibition, retail experience and social to celebrate a new chapter for TIP.
In recent years I have frequented several fashion and lifestyle events. One thing is for certain, where a brand is concerned, creating an experience is everything. There is nothing quite like feeling immersed in a lifestyle, to feel much more than simply just a customer but part of a community.
No strangers to an event, TIP have hosted a number of social occasions over the years. Initially these events focused on parties and socials, a way of bringing people together and never failing to create an experience to remember. However, as the brand has ‘grown up’ it seems the events and experiences hosted by TIP have too. After a brief hiatus, they returned with an End of Summer Event. A reintroduction to the brand's elevated approach and an opportunity to showcase a new direction.
Giant chess pieces suspended from the ceilings, an archival wall of film photographs and an eclectic set of performers are perhaps not the first things that come to mind when you initially envision a fashion event. Yet so seamlessly blended with the brands latest product selection, these nods to recurring motifs that have run through the brand journey over the past few years seemed to serve as a homage to the past events that started it all and the recent shift into a more exhibition-focused approach.
Set against the backdrop of a contemporary warehouse studio, the TIP End of Summer Event was steeped in true London fashion scene culture. Attended by both TIP regulars and fresh faces, it really was an event for all. Stepping inside the first space you were met with the exhibition and retail experience. A blend of carefully considered photo walls and outlandish decorative elements such as the hanging chair, an iconic part of the TIP makeup. The same chair emblazoned onto tote bags and sweatshirts. As ambiguous as it is instantly recognisable it became a popular photo opportunity for many.
Photo opportunities were everywhere and demonstrated the brand’s ability to take a tangible experience and translate it across platforms. How many of us attend an event and don’t take at least a few pictures to document?
Creating the opportunity for the consumer to become a key part of the brand's marketing is what sets a successful brand apart, and they did just that. From a TIP branded mirror to a cleverly designed ‘photo booth’ backdrop, Instagram stories were flooded with photos taken at the event. Every shot is a window into each individual’s experience set alongside the consistent TIP style.
Move on from the exhibition and retail space and step into the party. Although reminiscent of previous social events, this time it felt less like just a party set to a DJ soundtrack and far more like an opportunity to mingle with exciting, creative talent coupled with live performances from two artists Maviis and Gabi’el who are currently taking the music scene by storm. Carefully selected to perfectly compliment TIP’s elevated yet understated style, the artists set the scene for a truly memorable night celebrating the return of TIP.
Though wholly authentic to the brand's beginnings the event took elements of previous experiences and took them to a new level. An opportunity to build the brand experience and immerse attendees in the world of TIP, it marked the beginning of a new chapter of experiential events that span far wider than parties and social gatherings. An exciting venture for this dynamic brand.
