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C&W partners with Central Saint Martins UAL for 'The Future of Fashion'

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Global real estate adviser Cushman & Wakefield has demonstrated its commitment to supporting grassroots British fashion by partnering with world renowned art and design institution Central Saint Martins (University of the Arts London) to sponsor an innovative student project.

Forming part of the second year BA Fashion, Communications and Promotion programme, students were briefed to conceptualise a live fashion event, to take place in February 2015, which will showcase ‘The Future of Fashion’. 

Students were charged with exploring sight, sound, movement, interaction, film, touch and smell to create an immersive experience to display the acclaimed work of recent Central Saint Martins fashion graduates Quoi Alexander, Sang Yoon and Charlotte Tydeman.

A series of highly creative proposals were presented yesterday to an expert panel of judges including: Justin Taylor, head of EMEA retail at Cushman & Wakefield; iconic fashion magazine i-D’s managing editor Lynette Nylander; Samantha Bain-Mollison, head of retail strategy and lettings, Shaftesbury PLC; and Max Karie, head of special projects and collaborations at The Cambridge Satchel Company.

(Left to right: Lynette Nylander, i-D; Justin Taylor, Cushman & Wakefield; Samantha Bain-Mollison, Shaftesbury PLC; Max Karie, The Cambridge Satchel Company)

After considerable deliberation by the panel, and an impressive quality of work across the board, a concept based around creating a luxury hotel experience – called ‘Central Saint Martinez’ – with themed rooms to exhibit the designers’ work was selected. Along with the chance to bring their concept to life at the event at Central Saint Martins next year, the winning team also received £1,000.

Head of EMEA retail at Cushman & Wakefield, Justin Taylor, said: “We’re incredibly excited to be supporting Central Saint Martins and the future of British fashion at a grassroots level as part of this innovative project.  Creating truly memorable, and increasingly immersive, shopping experiences for consumers is a key priority for retailers and landlords alike.  It will be fascinating to watch how bold and creative ideas, such as those generated by these remarkably talented students, will ultimately permeate and shape the way we interact with and consume fashion in the future.”  

Hywel Davies, course leader for BA Fashion, Communication and Promotion at Central Saint Martins, said: “It is fantastic to work with Cushman & Wakefield, which is supportive of our creativity and talent.  At Central Saint Martins our ambition is to question how fashion is communicated and promoted and offer new solutions for how we interact with fashion.  Our students have been challenged to curate a live fashion experience for Cushman & Wakefield to showcase innovative fashion design as well as deliver a unique experience for the viewer.  Challenging the conventions of engaging with fashion, the students have presented ideas that enlist the consumer to become the participant and become involved with fashion through live experiences.”