A Loft Full of Shoes

Steve Madden challenged us to launch their holiday collection in London with the same bold, unapologetic energy the brand is known for in NYC. The answer? A social-first influencer event designed to turn heads, flood feeds and bring a slice of New York attitude to the capital.

With their holiday collection launching in London, Steve Madden wanted to bring a slice of their unmistakable New York attitude to the city. Our brief was to create a bold, energetic, social-first influencer event that was made for social feeds.

A launch party designed to live far beyond the room and across every social feed.

We transformed a brilliant venue in Southwark into a high-energy NYC-style loft party, creating the perfect backdrop to launch the Steve Madden holiday collection in London.

A carefully curated influencer guest list ensured the right creators were at the heart of the experience, fully immersed in the night. Guests pre-ordered their favourite pair ahead of the event, arriving already styled in their chosen shoes before receiving a second pair to customise on the night.

A room full of creators, bold footwear and unapologetic New York attitude.

A live shoe tattooist, bespoke charm bar and a series of bold, effortlessly cool photo setups turned the space into an Instagrammable playground for creativity and content. DJs kept the energy high while a fashion photographer zipped around papping guests stepping out in their statement footwear.

And when it came to the food – we’re talking GIANT pizza slices, smash burgers and delicious cocktails to really bring the New York flavour to the heart of London.

The party came to an end, but the content kept going. High-impact social posts carried the night far beyond the venue, keeping Steve Madden’s holiday collection front and centre.

From one NY night to feeds everywhere – the impact of a s ocial-first launch.