On Wednesday, Flare magazine and Joe Fresh partnered to host a season-finale viewing party for the television show Revenge. Held at the Joe Fresh store on Queen Street West, the event drew more than 350 guests and kicked off with a cocktail reception before the show was projected live onto a screen inside. Revenge actress Christa B. Allen was on-site to greet guests.
As Flare's publisher, Rogers Communications, airs Revenge on CityTV, the magazine had connections to the show from the get-go and invited retailer and long-term supporter Joe Fresh to be a part of the celebration. “We wanted to partner with Joe Fresh on this party because Flare and Joe Fresh’s audience are both lovers of pop culture trends, and we knew how many fans of the show we shared,” said Laura Carinci, marketing and events associate at Rogers Consumer Publishing. Carinci planned the event with Alison Lawler-Dean, senior public relations manager for home and entertainment at Joe Fresh.
The store closed at 6 p.m., leaving organizers a little more than two hours before guests arrived. “We had already done a lot of the setup before [the store closed],” said Carinci. "We took some time before the party for setup of our viewing area, signage, and last-minute visual merchandising touches around the store.” Guests shopped before the finale and Joe Fresh highlighted its newest collection, filled with bright yellows, at the front of the store. Flare displayed its March cover, which featured lead actress Emily VanCamp.