Background - Rose Reid stopped the traffic on Saville Row and held a party in an underground car park in response to a brief to raise awareness for William Hunt's new store on Saville Row. Opulent cocktail lounges and a cigar lounge with Chesterfield suites ensured consistency of style with the new store.

Objectives - The prime objectives were to raise awareness of the William Hunt brand and the new store as well as media exposure for the sponsors.
Ford Focus cars lined both sides of the street with celebrities being picked up and dropped off in further cars, therefore ensuring that the new Ford sponsor got mass exposure of his brand.
Lenny Beige rode down Saville Row on a white horse to announce the new store open - the traffic was stopped for almost 2 hours as a result of all the activities.

Results - Coverage in 4 national magazines and write ups in all the party pages gaining further exposure for the sponsors. William Hunt has since opened his second store in Saville Row.