Smoking Gun secured Next’s exclusive new showroom space for the event. 

We worked with a leading interior designer who helped turn the blank canvas of a central London basement into a sleek winter wonderland. 

Selecting a tried and tested London caterer, we created a menu filled with alpine comfort food, featuring mini croque madames, mac and cheese bites and beetroot tartare.  

A drinks offering with boozy hot chocolate followed and signature cocktails in alpine inspired glass bottles were also provided for the guests to take home with them as a favour from this year’s hottest apres party. 

Once the setting was in place it was onto the guests. Keeping the air of exclusivity, Smoking Gun provided a target list of top tier journalists who we knew loved to ski, as well as influencers that came with a love of the outdoors and an engaged following. 

It was important that each attendee would be someone who would naturally seek out the ski collection. Outreach to the guest list began three weeks prior with a carefully designed invite to entice the impressive guest list. 

Smoking Gun’s relationships with influential journalists, as well as up-and-coming TikTok and Instagram influencers, ensured great interest. 

Prior to the big day, event schedules and briefings were shared with all parties to ensure plans ran to perfection. The Smoking Gun team was on hand from the early hours to make sure the space was ready to welcome guests. 

We hosted a packed venue of elite guests who were guided through the new collection. Insta-worthy backdrops encouraged guests to take to social to share the action, before heading away with personalised Dare 2b accessories.