For many in the midst of February's snowy, icy weather, pool parties seem like a fevered dream of summertime temperatures months away. But for Ted Baker, the surreal fantasy of a pool party in winter was exactly the feeling it wanted to conjure for the launch of its spring/summer 2015 collection on February 25 in New York. Indeed, the concept for the soiree held at the Aire Ancient Baths was directly inspired by the campaign's taglines "Pinch me" and "All is not as it seems" as well as the look book, which was shot in Portmeirion, Wales, and features models standing on water, wading through pools, and surrounded by flowers, bubbles, and balloons.
To create the dreamlike atmosphere, the brand worked with Desan Productions to turn the subterranean bathhouse into a venue for entertaining editors and displaying items from the new line. The multiple pools provided several opportunities, allowing the organizers to put synchronized swimmers in one and build a clear acrylic platform to make it look as though models were standing on water on another. A steam room was emptied and clothing and accessories displayed inside. The team also looked to add summery visuals to the space, brightening the brick walls with lighting and placing colorful, oversize balloons and floral arrangements in some of the collection's colors throughout.
Complementing the optics were a string quartet playing pop songs and a menu of small bites by Creative Edge Parties that included edible flowers.
