The international, fashion-forward flavour of jewellery designer Thomas Sabo's brand called for a unique venue for the Toronto launch of his autumn/winter collection, even more so because of the line's mysterious and romantic “House of Adventures” theme. Enter Smash, the sprawling design store and gallery in the far-west Junction neighbourhood, where 75 editors, bloggers, retailers, and other fashionable types gathered Wednesday for a breakfast event planned by Faulhaber PR.
“We really wanted the collection, which is about adventures and memories, to fit into the venue and present it around that,” said Martin Hurtig, international PR manager for Thomas Sabo. (Earlier this month, the collection launched in London with a star-studded event held in the historic St. Marks church.)
To evoke a treasure hunt feel, the designer's latest sterling silver pieces were integrated into the reclaimed furniture for sale at Smash and worn by models throughout the space. As they wandered around the space, guests dined on breakfast fare from Rose Reisman Catering, including mini versions of smoked salmon bagels and latkes, hazelnut french toast, yogurt parfaits, and quiche.
Because the venue was out of the way for downtown dwellers, Faulhaber PR arranged for several guests to be chauffeured to Smash via Thomas Sabo-branded white Audis. To further pamper attendees and pump up the collection, which hits stores in September, gift bags included one of the designer's new necklaces.
