When wood coating specialists Treffert came to Pure looking to revamp their usual event programme, we put together an exhibition-appreciation dinner hybrid that kept guests occupied from the early afternoon to way into the evening. Attendees started their journey in a business lounge-style exhibition space featuring live demonstrations and a range of cutting-edge product displays. Over dinner, guests were introduced to the latest Tai Chi System product, a coating that gives flooring miraculous 'self-healing' properties. To tell this story in style, Pure put together a specially-choreographed STOMP dance number using Treffert buckets and barrels on a Treffert-coated stage to fully illustrate the product's amazing ability.
Edgy jeans brand Evisu unleashed their super-charged Spring-Summer collection to a packed house in Shanghai, with Pure responsible for everything from the initial concept to the final electrifying execution.
Visceral neon and industrial chop-shop design touches decked out the space, dominated by an epic two-tiered stage crafted in neon and scaffold. Local rock bands Banana Monkey and F&F got the crowds revved up, while live tattooists produced temporary custom body art. Also in the mix, secretive British graffiti artist INSA sprayed a provocative new piece of art onto the wall, while mixologists from sponsors Belvedere vodka worked up to-die-for cocktails that went alongside specially-prepared 'gourmet junk food'.
After the mind-blowing fashion show featuring out-of-this world custom video mapping, movie star Edison Chen waltzed on to the stage to charm attendees and promote his on-going collaboration with the brand. A wild VJ-led after party ensued sending guests into a Belvedere-fuelled frenzy.
UNILEVER BEAUTY CONFERENCE
One of two events managed by Pure on March 6th was the Dove beauty products segment of Unilever's massive beauty conference in Suzhou. On an epic 50m wide stage, Pure pulled out all the stops to orchestrate a line-up that included a custom-choreographed 'Dove Muse' modern dance piece, an all-girls band strumming "My Favourite Things", live product demonstrations and The Voice China runner-up Hou Zuxing singing classic love ballad "You're Beautiful". Pure's video mavens also put together a constant stream of Pandora-mapped animated content to cover the huge layered backdrop to complete a seamlessly run show.
Several members of the Pure team found themselves in Zhenjiang, an ancient town famous for its vinegar, to mark the start of construction for Swedish industrial giant Sandvik's new strategic R&D centre. A large swathe of outdoor space was transformed with Sandvik branding to accommodate a 300-strong audience in celebration of the groundbreaking ceremony.
In the evening, Sandvik employees convened at an ancient-Sweden themed banquet complete with candlabras, court jesters and interactive team-building activities.
Here, the minds behind Pure collate their impromptu musings, random inspirations and epiphanies borne of the deepest meditation.