On 16th March 2012 in Shanghai, Alfred Dunhill hosted ‘Trafalgar’ and recreated the architectural and elemental spirit of London, presenting the House’s collection on an exceptional scale in front of 1000 global guests.
As if in a giant snow globe, the British luxury men’s brand showcased the timeless elegance of the collection on 64 Asian models, standing on ‘Trafalgar Square’ in a simulation of all four seasons, composed over a single day.As well as celebrating its respect for the roots of British men’s style and its legacy of making things well for over 120 years, the concept of presenting one collection of menswear, encompassing all seasons, nods to Alfred Dunhill’s global perspective.
A full year of weather condensed over one day – Spring was dawn, Summer noon, Autumn dusk and Winter was night – was created by one of the longest single CGI sequences ever made, the magic of holographic projection, mixing the physical with the unphysical .
The musical score chosen by the brand – a composition of Vaughn Williams’ “Lark Ascending”, the epitome of the rhythm and grandeur of British seasonality; the orchestral beauty of Oscar winning Chinese composer Tan Dun’s “Love in Distance” and the purity and ethereal spirit of “Hoppipolla” by Sigor Ros – conveyed the emotiveness of the seasons. This was performed live by British violin virtuoso Charlie Siem (who appeared in the first iteration of the brand’s Voice campaign), accompanied by a 9 piece Chinese orchestra.
The experience was further heightened by the perfection of a smell, inspired by the natural scent created after it rains, given to Alfred Dunhill for this event by the great Fragrance house Firmenich and the elegant mystery of the ‘Film Noir’ inspired lighting.
Alfred Dunhill decided to host Trafalgar in China as a mark of their respect for an amazing country, and in Shanghai as a mark of its passion for the creative energy and vivacity of the city.
Following the presentation, 300 guests were invited to the Shanghai Home of Alfred Dunhill for an ‘after party’. The beautiful French colonial Villa was transformed into a Chinese festival for the evening with contortionists, calligraphy, juggling, paper cutting and opera painting.