Icon:SLS created Harvey Nichols' Freshers Hub

Leading department store, Harvey Nichols, turned to Icon’s event overlay division, ICON:SLS, to handle the design, build and logistics for its highly successful 2011 Freshers Hub Tour. Housed in two converted containers, the event was designed to promote the stores’ autumn collection, and has just completed a two week tour of the country.

Natalie Potter Event Manager for Harvey Nichols’ said; “We were delighted with the results of this year’s tour. There is no doubt that Icon:SLS’ creative work and practical expertise produced a fantastic mobile venue that attracted and entertained our target audience at each of the venues we visited.”

Icon:SLS was commissioned to redesign and fit out two containers for the Harvey Nichols’ Fresher’s Hub Tour 2011 (the containers had been initially fitted out by the team for Harvey Nichols last year).

Measuring 16 meters when fully extended, the two containers housed a series complimentary beauty treatments, a games area with three, 32” LED screens, group photos in the photo booth, DJ’s playing all day interspersed with live music from Murray James and ICS. In addition, Icon:SLS also designed and built a three metre catwalk which extended from the hub area to showcase the store’s latest Autumn/Winter collections.

During the two week promotional period the Tour team visited Birmingham, Bristol, Dublin Edinburgh Leeds, Manchester and Salford.

Onsite project manager, Patrick Smith commented; “This was an exciting project to work on but provided a number of challenges due to the quick turnarounds required at the different venues. As well as the public hub area we also had to transport and install a large generator to provide sufficient power for the vast array of lights, amplifiers and gaming systems that were required to give the hub that extra ‘wow’ factor. We are looking forward to working with Harvey Nichols again in the coming months on some more creative projects.”