What’s it actually like inside? It’s not how I imagined. For starters, it hasn’t got a roof. I thought it would be a lot like the Turbine Hall at Tate Modern, but it’s way more derelict than that – it’s a giant shell and the walls are full of holes. Trust me, I spent about the first half hour there just staring at the building and taking photos.
For the Superdry party, hosted by the Japanophilic British brand’s Directors and Co- founders, Julian Dunkerton and James Holder, a vast marquee had been erected in the middle of the vast brick and steel structure. A deck at the entrance housed a bar and three very cool festival-style street food vans. My pal Olivia and I bypassed the Engine Hotdogs and Motherclucker Chicken and went straight for the sinfully delicious When Mac Met Cheese – deep-fried mac and cheese balls followed by deep-fried Oreos. A perfectly balanced meal I think you’ll agree?
Sadly the weather that night was not exactly Superdry (boom boom) so we milled about in the marquee and got chatting to lovely Sally of Queenie and the Dew blog and taking outfit photos (there’s a blog post on the way dedicated solely to my new shoes, FYI), before it was time for the main event.
In the middle of the huge catwalk space, next big things (if you believe the Guardian) Coves took to the stage. To the live soundtrack of the band’s sixties-tinged indie rock, an exclusive Superdry Spring/Summer 2014 selection debuted, featuring plenty of the brand’s trademarks – preppy separates, New York-via-Tokyo sportswear and neon accessories were on heavy rotation. I’ve never worn Superdry myself but there were a couple of sixties style shift dresses that caught my eye – as did the model who Olivia and I agreed looked a lot like Samantha’s hunky toyboy Smith from Sex and the City.
Post-show the catwalk turned into a dance floor and the tunes kept on coming. After another drink or two and some more gawping at the awesomeness of our surroundings, Olivia and I decided to call it a night, lest we were tempted back for another helping of those decadent deep-fried delicacies.
Happy 10th Anniversary Superdry, thanks for a super party!
As you can imagine I took a LOT of photos. Here are just a few…