subscribe to style file blog via RSShigh times: topshop throws a party at an upscale new club
October 29, 2008 5:32 pm
The folks at Topshop chose to have a very private party at new members’ club the Paramount, proving yet again how ahead of the curve Topshop is, and what a prescient take it has on all things cool. At least, that’s what the execs behind the Paramount Club were thinking, and they’re probably right—mostly because their newly opened venture has nailed the formula for a successful club. So, what does it take, in this catastrophic business climate, for a new watering hole to lure in the mandarins of fashion, media, and commerce?
1. Miraculously secure the top three floors of one of London’s most iconic buildings, Centre Point.
2. Get Tom Dixon, widely considered the man who has usurped Philippe Starck as the new design kingpin, to create a severe and moody 1960’s Brutalism period renovation, piquing everyone’s interest because few, apart from art-school grads, even know what Brutalism is.
3. Acquire a dazzling board, including the actor Stephen Fry, to remind people just how last year Bungalow 8 and the Soho Club are.
Oh, and add incandescent blue lighting, a little like a halo, to the building’s top floors, so everyone who walks by (which is pretty much all of London, as the building is near Oxford Street) realizes something’s up. Et voilà, watch the VIPs and party bookings (like Topshop’s) roll in—and this despite the building’s notorious reputation for making those with even the slightest bit of vertigo want to hurl. For anyone who wants to join, submitting an application quickly will be of paramount importance.
tags: Paramount Club, Tom Dixon, Topshop
