Friday, May 30, 2014


Press Release

Pure London
3 - 5 August 2014

Photos courtesy of Mamatayoe, Drapers Online, Pure London and Blondie TV

Pure London to celebrate the synergies between fashion and architecture as it reveals theme for August show

LONDON, UK - Pure London, the premium event for progressive fashion buyers, has revealed that its August show is to be themed around architecture, celebrating the synergies that exist between fashion design and architecture.

This is the first time that Pure London has had a theme, something which show organisers i2i Events Group plan to continue at future shows, with every show being assigned a different theme.

Architecture was selected as the first theme because of its close design relationship with fashion.

Julie Driscoll, Portfolio Director for Pure London at i2i Events Group, commented: “Both fashion and architecture express ideas of personal, social and cultural identity through design meaning that the inspiration for both are very closely linked.

“Additionally fashion brands and retailers work increasingly closely with architects, asking them to translate and interpret their brand values and inspirations through store design. We wanted to celebrate this close creative relationship at Pure London and are working on some exciting projects to bring the two together at the show.”

Photo courtesy of Mamatayoe

Exclusive Competition

As part of the architecture theme at the forthcoming August show, which takes place from August 3-5 at London Olympia, Pure London has teamed-up with leading architecture and design college Ravensbourne to launch an exclusive competition for its architecture and interior design students to come up with a concept for a sculpture to be displayed at the show.

The brief is for students to design a sculpture from mirrored acrylic to fit inside a 2m cubed space.

The design must capture light and be influenced by architectural inspirations but, all the while capturing the dreams and aspirations of fashion design. The entrant should show how it can be constructed and it must be designed based on a budget of £1000.

Entries will be judged as part of i2i Events Group’s INSIDE Festival of interior design and architecture, giving the Ravensbourne students exposure to an elite team of industry judges.

The INSIDE judging day takes place on June 12, when judges will also consider the Pure London and Ravensbourne competition alongside all of the main categories. The winning entry will then appear at the heart of Pure London, above the Agenda Bar which is a focal point seen from the entrance of the show.

Photo courtesy of Blondie TV

The winner will also have a plaque on the Agenda Bar with information on themselves and the inspiration behind their design plus images of the sculpture will appear at INSIDE along with a biography of the student.

Continuing the architecture theme and also linked to INSIDE, Pure London will display boards from the shortlisted entrants in INSIDE’s retail category at the show.

Julie Driscoll added: “We have taken the decision to theme Pure London in order to create excitement and enhance the customer experience at the show.

“By choosing creative themes such as architecture, we are giving our customers something different and visual to enjoy each season, in the same way retailers will theme their shop windows in order to delight their customers.”

More information on the finalists in the Ravensbourne and Pure London design competition will be revealed in due course.

Pure London will take place from August 3-5, 2014 at London Olympia. For more information on the forthcoming show or to register to attend Pure London visit

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