Per AQUUM CONTINUES TO SUPPORT THE FUTURE OF FASHION
Iconic retreat collection sponsors Creative Marketing Award at UK Graduate Fashion Week
Highlighting their commitment to the future of fashion, visionary resort management company Per AQUUM Retreats ● Resorts ● Residences sponsored the Creative Marketing Award for a third consecutive year at the 2011 Graduate Fashion Week. The event was held at Earls Court on 8th June and the winner of the Per AQUUM Creative Marketing Award was Charoula Demosthenos from UCA EPSOM.
The criteria for the Per AQUUM Creative Marketing Award included producing a marketing plan that showed the value of innovation with a creative approach, developing the plan and its subsequent promotion. Spotting a gap in the market, Charoula recognised that the designer children’s wear market of today is forgetting the new generation of children, Generation D, who are now more brand-aware and are increasingly shopping online. Charoula therefore created Mini-Porter.com, as a brand extension for Net-a-Porter.com, as a resource for both parents and their children.
Through her research, Charoula discovered that ‘Generation D’ are best reached online, and therefore as part of the marketing of Mini-Porter.com, Charoula allowed children to upload their own drawings which could subsequently be voted on, using Facebook, with the most popular being printed on the Mini-Porter.com packaging. The award for this pioneering idea was presented to the winner by Lisa Darchambaud of Per AQUUM and shoe designer Jonathan Kesley.
Neil Palmer CEO, Per AQUUM Retreats ● Resorts ● Residences commented, “We have been involved in this event for the past two years and during this time have seen some exceptionally talented young designers. It is very important to us to continue to support this event not only through the award ceremony but also via on-going partnerships. We were impressed with Charoula Demosthenos’ innovative Mini-Porter.com which reflects the core philosophy and values of Per AQUUM - Passion, Imagination, Naturally Modern and Vision. We have invited Charoula to spend time at Huvafen Fushi to discuss whether there are future initiatives we can work on together.”
As part of the prize Charoula will be travelling to Per AQUUM’s award winning retreat, Huvafen Fushi Maldives where there will be an opportunity to collaborate on a new project with Per AQUUM.
The 2010 Per AQUUM Creative Marketing Awards was won by Jessica Dance who created a truly unique jewellery collection, taking inspiration from her love for animals. In 2009 the Per AQUUM Creative Marketing Award was won by Christina Duggan who designed a range of Kimonos and Per AQUUM Pods which will be used in all Per AQUUM retreats as a signature piece created exclusively for Per AQUUM.
Pictures: Shoe Designer Jonathan Kesley, Charoula Demosthenos winner of the Per AQUUM Creative Marketing Award and Lisa Darchambaud of Per AQUUM; Huvafen Fushi Maldives and Desert Palm Dubai
Above: The award winning Mini-Porter.com
Per AQUUM is renowned as a dynamic and cutting edge company that has created the stylish, design-led retreats, Huvafen Fushi Maldives and Desert Palm Dubai. Huvafen Fushi has established itself as one of the coolest properties in the Maldives hosting some of the world’s best in art, cuisine, music and wellbeing, while Desert Palm captures the imagination through its peaceful Arabian avant-garde setting on a private polo estate. Per AQUUM is also delighted to announce the launch of its newest resort in the Maldives opening in October 2011, NIYAMA, which will be home to the world’s first underwater nightclub. With its visionary, award-winning retreats continuing to innovate and inspire, Per AQUUM’s patronage of future design talent illustrates the brand’s commitment to working with leading personalities within the creative sphere.
Now in it’s 20th year, the 2011 Graduate Fashion Week Gala show was hosted by Caryn Franklin and Jeff Banks CBE, and was attended by many of the leading figures in the UK fashion industry such as Amanda Wakeley, Emma Hill - Mulberry, Gemma Metheringham – Karen Millen, Sophie Ellis-Bexter and Terry Mansfield CBE – Chairman of Graduate Fashion Week.
Per AQUUM Retreats • Resorts • Residences is a specialist management and development company that offers a different kind of company ethos: one that is passionate, visionary, imaginative and naturally modern. The architecture and design of each project is inspired by the individual beauty of the property’s host culture, while development is based on principles of realism, sustainability and responsibility. Renowned for creating bold, imaginative spaces and signature attention to detail the Per AQUUM name has built significant brand value within the top echelons of the travel industry. The current portfolio includes Huvafen Fushi in the Maldives, Desert Palm in Dubai, NIYAMA Maldives (opening end 2011), Nurai Island (opening 2012). Per AQUUM is in a further strategic expansion phase, with new properties under development or negotiation in Europe, South East Asia, the Middle East and the South Pacific.