Jaime Hayon Visit with Fritz hansen

Together with Republic of Fritz Hansen Cult hosted designer Jaime Hayon on a visit to Australia in June-July 2016. I managed the marketing campaign for his visit that focused on educating the Australian market on Jaime's work and evolution of the Fritz Hansen brand. It included a VIP dinner at the Droga Apartment, a design Q&A at Carriageworks and finally a product launch of the 'Objects' accessories range.

Dinner at droga apartment

As the first element of our campaign, Cult hosted an intimate VIP dinner at the Droga Apartment - a striking building with curved walls owned by the Australian Institute of Architects Foundation. We styled the entire apartment with curated artwork, Fritz Hansen furniture and the 'Objects' accessories range. In honour of Jaime's Spanish heritage, we enlisted the talented team from Tapavino to create a delicious menu that celebrated the flavours of Australia and Spain. In all, the perfect setting to showcase Jaime's work with Republic of Fritz Hansen. In partnership with Republic of Fritz Hansen, Hayon Studio, the Australian Institute of Architects Foundation, Sullivan+Strumpf, Mud Australia, Grandiflora, Dinosaur Designs, Toby Peet (still photography) and Tapavino.

Design q&A at carriageworks

Next, Cult hosted a one-hour design Q&A, moderated by Vogue Living’s Editor-in-Chief, Neale Whitaker. Taking place at Carriageworks, the Q&A aimed to share Hayon's insights with the local creative community in Sydney. Prompted by a series of insightful questions, Jaime captivated an audience of more than 450 people with stories of creativity and design, and discussed his playful design approach, influences and interests. The completely sold-out event was followed by drinks inside Carriageworks, amongst the unique industrial backdrop it is famed for. In partnership with Republic of Fritz Hansen, Hayon Studio, Carriageworks and Vogue Living.

'Objects' launch at the cult apartment

Finally, Cult launched the ‘Objects’ accessories range with a loft party at the Cult Apartment with special guest, Jaime Hayon. We transformed the apartment space into a beautifully cosy Danish loft complete with dedicated bed, study, dining and lounge areas all styled with Fritz Hansen furniture and Lightyears lighting. The transformed Cult Apartment space was launched with an intimate candlelit loft party and remained open to the public for one month following Jaime’s visit.