MTV Push & CK One… London

Client:MTV Push & ck one
Date: 2011

Production of MTV Push & CK One event in London.

The first of the four MTV & CK One hosted parties was held at the cool and trendy Village Underground in Shoreditch, East London. Following on from the raunchy Calvin Klein ad campaign showcasing the fashion brands new line of clothing the fashion giant has hooked up with MTV to put on a series of international parties with some top talent and a big box where you can create your own version of the ads. sevens7 were given the task of making sure parties are far from being pants.

London kicked off the party tour, (which also hit Beijing, Mexico City and Berlin) with some top performances from Alexis Jordan, Katy B, Wretch 32 (an 11th hour addition to replace Professor Green who pulled out with tonsillitis). There was also a DJ set by Pixie Geldof and the whole evening was hosted by model Lara Stone so it didn’t disappoint. Attracting the uber cool and the uber quirky the London bash was the hottest ticket in town with massive queues leaving people scrambling to get on the guest list and the paps eager to see who turned up. Inside we’d transformed the empty warehouse space at Village Underground into a super slick party with bespoke architectural neon lighting pieces that appeared to float over the crowd, and the infamous CK One box, which was designed and built by the guys at Freestate. Behind the scenes we did well to cram in all the production needed to run the gig and even turned half a broom cupboard into a luxury dressing room, with the other half being a not so luxury production office. By the end of the night the crowd had lapped up the free bar, filmed themselves doing weird and wonderful things inside the box and grabbed themselves a pair of pants from the Calvin Klein vending machine before they staggered home.