I developed the event concept, guest journey, gallery plan, jewellery logic, art direction and full portfolio treatment. The idea was refined until Swarovski's product and crystal craftsmanship carried every touchpoint.
03Event planning & brand experience
Fictional concept & pitch
Frost Yourself
A luxury New York gallery event where guests are styled in Swarovski before exploring crystal tributes to the defining rom-coms of the 2000s.
Official Swarovski campaign imagery.Self-initiated fictional event concept. Swarovski and the film studios were not involved in its development.
Project context
01 / The challenge
The self-initiated brief was to create a culturally relevant event with a strong role for product, a clear guest journey and the level of visual theatre expected from Swarovski.
02 / The response
Frost Yourself took over a Chelsea gallery after dark. Guests began at a jewellery styling bar, then moved through five curated installations inspired by How to Lose a Guy in 10 Days, 27 Dresses, 13 Going on 30, Maid in Manhattan and Legally Blonde. Each display paired one recognisable film reference with a crystal collectible and wearable jewellery edit.
My contribution
My role and contribution.
Self-initiated solo project created to demonstrate my approach to event planning, luxury brand experience and culture-led creative direction.
A complete event treatment covering the gallery setting, Frost Yourself Bar, five installations, opening night, content moments and practical considerations.
Event planningExperience designCreative directionCampaign strategyTreatment design
Strategic rationale
Decisions behind the work.
Product-led arrival
The styling bar gave every guest a meaningful product interaction before entering the exhibition.
Edited cultural references
One recognisable cue per film kept the creative direction focused, premium and practical to produce.
Exhibition-level presentation
Plinths, vitrines, controlled lighting and collectible objects positioned each reference within Swarovski's design language.
Project gallery
Selected campaign outputs.
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