HTC One mini-break rocks
To showcase the new HTC One mini we wanted something a little more adventurous to go beyond the traditional product briefing. Especially for lifestyle media we turned desk-siders into sea-siders taking media on a journey to discover the handset’s camera features in a scenic and interactive way with a secret mini-break experience.
Teaming up with Gingerline, we created an exclusive pop-up urban beach overlooking the city from one of Shoreditch’s finest undiscovered rooftops (and we are keeping it that way). Our bags packed with the essentials – sunnies, brollies and the new mini handset – we whisked our media friends away from the office to get immersed in some mid-week nautical fun and invited them to get snapping and filming their favourite moments.
Playing with perspectives a specially designed set brought the theme of mini to life with large and small seaside icons from over-sized deck chairs, sticks of rock and ice cream cones set against the distant Canary Wharf skyline to tiny food served in mini deck chairs. Entertained by the photo opportunities, with trainers and actors on hand to assist, journalists from a mix of titles spanning Stylist, Sport, Wonderland, Grazia, Monocle and The Mirror’s 3AM Girls got to grips with the phone. Home to many a fashion shoot, the striped infinity curve and giant swizzle sticks made the perfect backdrop for the budding photographers – or models – in us.
Kicking off with a refreshing vintage GnT reception, swing dancers and the odd kooky American tourist got everyone immersed in the 50s beach vibe. A foodstagramming fiesta followed with creative bites including sea shells with seared giant scallops on pea and sea purslane puree topped with pancetta shards, hampers of brioche mini burgers polenta coated sweet potato fries, and apple jelly in a mini pint glass with cinnamon cream and candied walnuts. Despite some initial concerns we found that micro food does not mean being hungry!
Bubble-blowing artistry (in the face of a very British gusty breeze), illuminated hula-hooping and a dusky sky made for more colourful Zoe moments and stills putting the camera’s UltraPixels to the test in low light.
Like any good holiday we didn’t want it to end – similarly one downside of pop-ups is they are never there for long, but then they always end beautifully on a high. Here are some highlights to remind us of good times. #HTCminibreak