Trafalgar by Alfred Dunhill in Shanghai


Alfred Dunhill Trafalgar Presentation In Shanghai 6

Alfred Dunhill Trafalgar setpiece

British label Alfred Dunhill brought their English debonair flair to a host of more than a thousand global fashion observers and media reps, when they held their "Trafalgar" menswear presentation in Shanghai on March 16. We were there to witness the spectacle, together with other prominent members of the Singaporean and Malaysian media, at the kind invitation of Dunhill Singapore.

A truly breathtaking amalgamation of culture, technology, architecture and of course, fashion, Trafalgar was an unprecedented celebration of all things British. The show's concept was elegantly simple yet singularly evocative: the four seasons were encapsulated into one dizzyingly beautiful presentation.

Using holographic projection courtesy of Maya 3D Projection Mapping Technology, an entire year's worth of stylish threads was simulated using one of the longest single CGI sequences to date. At one point, the entire set was engulfed in a virtual bubble: an astonishing feat rivalling the biggest blockbuster productions.

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Alfred Dunhill Trafalgar setpiece, made to look like a snowglobe

Alfred Dunhill Trafalgar Presentation In Shanghai

Trafalgar by Alfred Dunhill "Autumn" segment

Held in Shanghai to reflect the brand's admiration of the creative dynamism and joie de vivre of the city, every last detail was executed with precision and care: the musical score, for instance, was an eclectic composition of classical English and Chinese.

Performed live by British violin virtuoso Charlie Siem and accompanied by a nine-piece Chinese orchestra, the visceral nature of the four seasons was even transposed by way of scent. The entire showpiece was suffused with a light, ethereal scent, created in collaboration with the privately owned Swiss fragrance house Firmenich, that was meant to evoke the freshness of British rain.

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Trafalgar by Alfred Dunhill "Winter" segment

After the presentation, we were whizzed off, together with 300 select VIP guests, to Alfred Dunhill's Shanghai Home for an intimate after-party celebration. The Shanghai Home, a beautifully restored French colonial villa in the heart of the bustling city, was a stunning sanctuary that called to mind an old-school English gentlemen's club. For the amusement of the guests on that special night, the Alfred Dunhill Home was decked out in full Chinese regalia, complete with contortionists, calligraphy, juggling, paper cutting and painting.

Trafalgar By Alfred Dunhill In Shanghai

Facade of the Shanghai Home of Alfred Dunhill

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The cosy, resolutely masculine interior of the Shanghai Home of Alfred Dunhill

Once again, our thanks to Dunhill Singapore for organizing this press junket. We can't wait to give you a closer look of the house's gorgeous pret-a-porter offerings and accessories for Autumn-Winter 2012, but for now, check out the teaser video below to get a sense of the sheer grandeur and scale of the Trafalgar event. Watch this space for the unveiling of the presentation in full!

Alfred Dunhill

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