WHITE.BOX – STOCKHOLM

Over 500 people from 14 different countries made their way to Stockholm, Sweden on June 2 & 3 for the official KEVIN.MURPHY WHITE.BOX event. The chosen location was Artipelag, an international venue that houses some of the world’s best art exhibitions, music, design, architecture and various other cultural activities. Artipelag was built in harmony and resides peacefully within the natural surroundings of pine trees and cliff tops with a view over Baggen’s Bay.

From a HANDS.ON & LOOK.AND.LEARN seminar that taught about marketing, product choices, shoot briefs, organizing shows and photo shoots, attendees to WHITE.BOX were exposed to multiple platforms of the KEVIN.MURPHY brand in a live, multimedia all access event. In order to get an insight on how to create a brand, 130 attendees participated in the 3 HANDS.ON classes given by Kevin Murphy, Carl Reeves and David Glover. These attendees were also given the VIP treatment prior to the show which included a boat trip in the beautiful archipelago of Stockholm, which arrived early in order to give them the opportunity to be a “Fly on the Wall” where they observed the team of 18 backstage, took pictures and watched a full rehearsal. Carl and Kevin demonstrated a full photo shoot where they transformed models live on stage and photographer Luis Montero shot the looks for the latest collection live in front of 250 people. This SHOOT.ME was a hit, as many people said they had never seen anything like it!

Showcasing the latest trends taken from fashion weeks and photo shoots, the show was the grand finale. Kevin and Carl showcased the 2013 new collection for the audience, bringing the backstage to the stage, so they could be a part of the retouch and the final product.

The looks, which were taken from the new collection, consisted of Sorrento, Tryst and Emo

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all images courtesy of Luis Montero