Objective
Fashion label Ahluwalia required a venue with a setting that could suitably complement its Reveries Autumn / Winter 2024 collection, a selection of pieces inspired by fairytales heard by creative director Priya Ahluwalia during her formative years, and the traditional dress worn by those from her Indian and Nigerian heritage.
The collection featured dresses in deep red, orange and green, and top and skirt separates in deep aubergine and azure which draped across the body. Other looks included terracotta tailored trousers featuring gems, pearls, and sequins in almond formation and choli tops specific to the Vedic era, a period in the late Bronze Age and early Iron Age of the history of India.
Three looks in the collection were also crafted from reworked denim supplied by Levi’s in a special partnership between Levi’s and Ahluwalia.
To give these pieces the deserved respect and set the mood appropriately, the venue would need technical experts on hand to give a professional touch to lighting and sound.
On a practical level, the client also needed ample and accessible dressing space for models and crew, while the main auditorium would need to be the right size to feature a runway and comfortably host 500 guests, many of whom were celebrities and fashion leaders.
Execution
The Lecture Hall, an elegant space situated on the first floor with capacity for 450 people, was combined with the adjoining Library to create an impressive space for the client.
Both rooms feature triple height ceilings and period detail, providing an impressive foundation to build the Ahluwalia show upon.
To create the setting for the fashion show, seating for 500 people was laid out in the room to create a runway within the centre. The addition of real trees interspersed along the runway gave the event an ethereal, natural feel that enhanced and complemented the collection.
Central Hall Westminster’s in-house production service partner White Light worked closely with Ahluwalia’s lighting designer to ensure lighting accentuated the vibrancy of the designer’s pieces.
White Light provided full runway lighting and rigging, using over 50 lighting fixtures to create the perfect ambience. The AV company also provided a d&b audiotechnik PA system for music and an array of atmospheric sound effects to add another dimension to the show.
As well as the main show space, the client used a number of rooms located at the rear of building for dressing space. Accessibility for crew and models was facilitated by the venue’s alternative entrance on Matthew Parker Street, leaving the main entrance clear for the arrival of guests.
The venue’s catering partner Green & Fortune also provided basic refreshments to keep models and crew well-fuelled for the show.
Results
The combination of awe-inspiring heritage décor, flexible space and expertise of the Central Hall Venues team enabled the event to deliver the desired impact, with Aluwahlia’s collection well-received by guests and achieving positive coverage in the fashion press.
Ahluwalia Creative Director, Priya Ahluwalia, who launched her label in 2018 and whose clothes have been featured in press around the world, said she had been captivated by Central Hall Westminster’s historical charm and felt the venue provided everything needed to ensure her fashion show delivered its desired effect.
She added: “The venue’s architectural details complemented the ‘Reveries’ collection so well and I knew very quickly that I wanted our show to be held there. It was a beautiful backdrop to creating an enchanting experience for our guests and was the perfect canvas for bringing our collection to life.”
Following the success of the Reveries show Central Hall Westminster received a number of enquiries from other fashion houses about hosting shows at the venue.
