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Beyond the Bale : December 2018
The wool care installation consisted of two fitted-out containers – decked with wool furniture, carpets and garments – highlighting the versatile and innovative ways in which wool is used across different industries and applications. The public could enter on a wool carpet and then see the products with a different uniqueness – traceability back to the farm, luxurious sleep wear, wool sneakers, hand knitted jumpers, wool wadding, wool furniture and much more. There were live stain removal demonstrations for both carpets and garments, at which the public was encouraged to get involved. The containers were fitted with colourful AEG washing machines showcasing in a captivating way how easy wool is to care for. Visitors had the opportunity to interact with AEG experts, and a line-up of activities, demonstrations and initiatives designed to show the best ways to care for wool. The public were encouraged to partake in live art experiences, tackling common stains found in the home from coffee to red wine. MEET THE WOOL GURUS Visitors to the installation at Covent Garden had the opportunity to meet retailers and industry experts through a ‘Meet the Wool Gurus’ series. The series of talks was hosted by the broadcaster and British designer Patrick Grant, who is well known The unique wool week selfie section at the pop-up installation enabled the public to get a photo with AEG wearing a beautiful wool Johnstons of Elgin scarf and tag AEG #aegcare for their chance to win an AEG 9000 washing machine. In the front of the cameras at the Wool Week installation, designer Patrick Grant (left) talks wool with some of the ‘wool gurus’: Global senior product manager at adidas, Patrick Reinhardt, and managing director of clothmaker Fox Brothers, Douglas Cordeaux. Founder of British brand Brora, Victoria Stapleton wearing a limited-edition wool sweater, designed exclusively for Wool Week. in the UK as a judge on the television series The Great British Sewing Bee. The gurus included: • Global senior product manager at adidas, Patrick Reinhardt • Founder of menswear retailer Hackett, Jeremy Hackett • Managing director of clothmaker Fox Brothers, Douglas Cordeaux • Managing director of knitwear company John Smedley, Ian Maclean • Founder of luxury retailer Brora, Victoria Stapleton • Founders of Merino babywear brand Smalls, Emma-Jane Adams and Catriona Pharo • Product director of sustainable apparel company Finisterre, Deborah Luffman • Wool expert, Dr Paul Swan • Author of leading British blog on tailoring and luxury Permanent Style, Simon Crompton • Leeds University textile expert, Dr Mark Taylor • Director of Creative & Marketing at Alternative Flooring, Lorna Haigh • Owner of wool bedding and homewares company The Wool Room, Chris Tattersall • Global marketing director of carpet cleaning company WoolSafe, Steve Bakker • Owner of carpet retailer Clarkes Floors and Furniture, Tim Clarke. WOOL IN THE SHOPS Key retailers and designers once again threw their support behind the Campaign for Wool through in-store activities and shop window displays across the UK. The Campaign for Wool collaborated with retail partners and brands including Brora, Jack Wills, Hackett, Pringle of Scotland, Vivienne Westwood, Marks & Spencer, John Smedley, Walker Slater, Hobbs, Finisterre, Johnstons of Elgin, DAKS, Smalls, Brintons, Harris Tweed Hebrides, Axminster, Alternative Flooring, Abraham Moon & Sons, Headlam Group, Brockway and more. In addition to retail consumer promotions and events taking place around the UK, there were also a series of craft workshops taking place at various locations across the country. For example, with more than 200 years of hand knitting history, Pringle of Scotland opened its doors for an exciting wool week workshop at which participants learnt techniques and traditions of hand knitting from Pringle’s experts; and Stitch Up craft school in Leeds held two macramé workshops, at which participants made beautiful wool wall hangings. At the installation, Jeremy Hackett showcased a special limited-edition Aston Martin fitted out in the same Prince of Wales fabric for the interior as Jeremy’s suit woven by Somerset- based Fox Brothers and Co. OFF FARM 23
In the Shops - March 2019