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Primark Presents: By Coleen

A launch in two acts. Collection by day, candlelit dinner by night.

Client: Primark · March 2026

Primark Presents: By Coleen – launching Coleen Rooney's collection at the 1 Hotel Mayfair Penthouse. An event in two acts.

Act one: the collection up close. Styled rails, mannequins and hands-on personalisation – a calligraphy station for custom Filofax inscriptions (a Coleen staple) and embroidery stations adding initials to shirts from the range. Every guest left with something that felt theirs.

Act two: a candlelit dinner with live music that carried the night. A launch that matched the scale of the partnership and gave guests a reason to talk about it long after.

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