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Changing London fashion The shift in venue for London Fashion Week has caused a bit of a stir. Having played out so successfully at its cultural home of Somerset House, LFW has shifted base to the surprising choice of the Brewer Street car park for its latest edition. On the surface, moving from such an iconic space full of grandeur, to a narrow street in the heart of Soho and the relatively unappealing event space of the car park, it wouldn’t be naïve to think that it was a bad decision. However, delve deeper and it has been one based on strategy and appeal. Although clearly not as easy on the eye, especially during an opening day that featured periods of dark grey cloud and driving rain, the new central hub for perhaps the biggest offer on the fashion calendar has been transformed. The runway and overall aesthetic are abundant in a ‘raw stylish edge’ harping back to the heartbeat and essence behind London’s fashion draw born in the 1960s. According to British Fashion Council CE...

A very moving experience At a recent race meeting I was talking to a fellow competitor who’s son had just returned from a visit to the Nurburgring racetrack in Germany. The ‘Ring’ sees an endless pilgrimage to its challenging 14-mile circuit that is open to the public on a pay and go basis. His son’s visit included a tour of the track in a Jaguar and it was apparent from this brand experience that he had been converted into a Jaguar enthusiast and ambassador. This type of experience is not unusual as Porsche and other manufacturers use the circuit all the time to show off their performance prowess. Our conversation moved on to how this type of experience could benefit car showrooms as a whole, which got me thinking about the current state of the experience when buying a new car. It depends on who you are talking to but one of the most amazing auto experiences has to be the test track on the roof of the Lingotto building in Turin, but to be fair not everybody has that sort of faci...

The last days of ‘Jabba’ the hut It was one of the best pieces of work I-AM has ever been part of, selected from a huge international tender by Lincolnshire County Council to create a beach hut that would play its part in reinvigorating the Eastern coastline. Enter the now iconic ‘Jabba’ (as in ‘Jabba The Hut’ for Star Wars aficionados). A design inspired by the very earliest form of seaside dwellings with an entry based on a cave and designed using layers of timber, glass and aluminium to combat the unforgiving coastal weather. Jabba became a must-see tourist attraction and even featured in the promotional build-up to the Olympics as Lincolnshire’s most iconic structure alongside local Olympian and gymnast Beth Tweedle. All good things come to an end and, after eight years, the original design finally wore-away. But Jabba has been given a second lease of life, and I-AM were delighted to contribute time to redesigning the iconic hut using solid surface material Corian to be unveil...

Let them eat cake Here at I-AM, we eat our fair share of cake. Every birthday in the studio is an opportunity to bring out a slice of ‘Sainsbury’s Taste the Difference’, and we’re about to embark on our second annual Bake Off competition. But the stakes were seriously raised this week when, hearing it was our Creative Director’s birthday, the team behind Steakout surprised us with this … that’s right, a steak cake. We’re pleased to verify that, meaty though it looked, the cake was a delicious sponge with fresh fruit filling. It also fed just about everyone in the studio! So following the success of Steakout and Shakeout, might a Cakeout be on the cards? Only time will tell. Thanks Kaysor and the team, the cake was great! Address-: P-2 Raghuvanshi Estate 11/12 S B Marg, Lower Parel Mumbai 400013 Please get in touch: Brian Pinto Country Head +91 9930519476 brian@i-ammumbai.com

Ethos crowned Food Shop of the year A year on from when it first opened its doors, Ethos continues to grab headlines for its pioneering approach to food and sumptuous interiors. So it was fitting to be handed the award for Best Leisure Food and Drink Shop at last night’s ISG Retail Week Interiors Awards. Up against the likes of McDonalds and Nandos, Ethos holds its own and, in the words of the judges, is ‘simple, but appealing’ and ‘the sort of place I’d like to eat in’. For the Awards dinner and ceremony, the I-AM team behind the project were delighted to host Ethos founder Jessica Kruger. Kept entertained by an enthusiastic compere – not only very funny; he also commendably applauded every single nominee throughout the evening – the night finished with the team taking to the dance floor and it was a great way to celebrate such a successful project and partnership. Well done to everyone involved! Read about all the winners on the Retail Week Interiors Awards website. Address-: P-...

J LINDEBERG BRAND COMMUNICATIONS & EVENTS MANAGEMENT Johan Lindeberg founded the J.Lindeberg brand in 1996 in Stockholm and New York simultaneously. The eponymous fashion brand joined the I-AM’s client portfolio in February 2017. I-AM now looks after J.Lindeberg’s brand communications and events here in the UK. Address-: P-2 Raghuvanshi Estate 11/12 S B Marg, Lower Parel Mumbai 400013 Please get in touch: Brian Pinto Country Head +91 9930519476 brian@i-ammumbai.com Services Brand Portfolio Management Services in India Brand Portfolio Management India Brand Architecture Services in India Brand Strategy Consulting in India Marketing Consulting Services India Architecture and Design Company India Brand Consultants India Branding and Corporate Identity Services India Brand Design Agency India Brand Consulting Services in India Brand Positioning Services in India Brand Identity Design India Branding Agency India Workspace branding Workspace design...