When a press show covers half of the key seasonal events in 2017, it’s unsurprising when guests turn up in full force to get a sneak preview. The same and more can be said for the Paperchase SS17 press show, which took place last Thursday, where 150 members of the press were itching to get the first look of the 2017 collection.
Stir PR guided the likes of Daily Express, Daily Mirror, The Guardian, Huffington Post, Cosmopolitan, Vogue and Good Housekeeping – to name a few – around the Paperchase Spring Summer 2017 show room.
As always, Paperchase did not just deliver on stationary, as guests marvelled at varying styles of rucksacks, candles, teapots and somewhat surprisingly, Lobster shaped bottle openers. Everyone seemed to have a favourite range whether it was the Primatey stationary sets, the Glamingo pencil cases (or were they cosmetic bags), wedding essentials and by far the most popular, the No Prob-Lama textual assortment.
One item which stood out this year is the paper journal which is having somewhat of a Renaissance. It seems that blogs, Instagram and Snapchat have made us yearn for the tactile feel of paper as the latest means to document our journeys, recipes and photographs.
In between falling in love with each new range, members of the press and journalists alike were taught to create their own origami masterpieces to take home from the day. Our Paperchase craft expert was on hand to give guests a mini demonstration and education on origami, creating flowers to swans.
Even though the event ran all day, we didn’t have a quiet moment and we don’t think it was the champagne and delicious food that kept attendees flooding in. The industry put their Christmas thoughts on hold and let themselves indulge in some Springtime excitement. Every product on display was a sample, so guests really did get a sneaky look at what is in store next year…and we personally can’t wait to see it all on a shelf near you very soon.