Cath Kidston Brightens the Day at Brighton Beach
Cath Kidston’s Spring/Summer 2014 collection made its debut in sunny Brighton Beach, right here in Hong Kong! On 6 March 2014, the poolside at EAST was transformed into Brighton Beach, London’s Bohemian and cultural quarter, replete with Cath Kidston inspired beach shacks and a mini pebble beach corner.
125 media from fashion and lifestyle publications turned up for the bright and beautiful press day, attracted by the unique event and the brand’s promise to ‘Brighten Up Your Day’! They enjoyed a full immersion in the experience of a sunny day at Brighton Beach, browsing Cath Kidston’s key Spring/Summer prints patterns and products at colourful, customised beach shacks.
Charmed and engaged, the members of the media then savoured the very first taste of a traditional British Afternoon Tea that Feast (Food by EAST) would serve to customers over the following three months. The Afternoon Tea event involved collaboration between Cath Kidston and Feast as well as artistic direction by award-winning cake designer, Penney Pang.