Born out of the sensuous and sleek womenswear label - the address by EQ:IQ - eq:iq is a brand new lifestyle concept with an emphasis on #livefortoday, when a constant exposure to style and images, driven by social media, has had us rethink fashion and reconnect with the digital-savvy #millennials.
eq:iq 2017 Spring/Summer Collection Preview Pop Up Store was held on 16th March at Anita Chan Lai-Ling Gallery in the heart of Central. We have invited media friends and brand enthusiasts to take the lead in previewing the latest collection.
The preview was held at an Art Gallery with polished concrete floor and clean walls, filled with contemporary and minimalist décor. It also features a muted palette of neutral and pastel color decorated with a distinctive mix of clean racks and solid wood furniture which also imbibes a modern homey vibe freshened with indoor greenery such as cactus and succulent potted plants as a reference to one of the collection- #ontheroad. The collection oozes a free-spirited, rock & roll nuance.
As part of the display, it also features collage walls with inspiration images to re-call the fresh spirit and lifestyle of the brand.
To showcase the SS17 design, a model was dressed in the collection at the event. Apart from fashion media friends, we have also invited fashion bloggers, stylists as well as KOLs to preview the latest eq:iq collection. During the VIP section, guests also enjoyed an exclusive discount upon purchasing the latest collection at the Pop Up Store.
We have also added some “Instagram-worthy” details such as the mini succulent pots media gifts, with a touch of personalisation by calligrapher Cristian Checcanin.
As a digital-centric brand, we are also collaborating with Mr. Green Juice, offering cold pressed juices and fresh salad jars featuring key hashtags such as #Ontheroad and #purechill representing different elements of the collection catering to the “athleisure” new generation.