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Carnaby Style Weekender 2018

This May, Sister launched a brand new four-day festival, the Carnaby Style Weekender, a celebration of fashion, lifestyle, food, drink and grooming to kick start the new season. Over 60 Carnaby brands participated in the festival with in-store events, activations, discounts and promotions, including a series of free, creative talks and workshops held in the Carnaby hub.


Sister managed the four-day event from 10-13 May, including the launch evening with GQ’s Retail Editor Holly Roberts and Style & Grooming Editor Teo van den Broeke. Holly and Teo were joined on an exclusive fashion panel with model Jack Guinness to talk new season trends and top tips for shopping in Carnaby.


Sister worked with @London to produce a 1-minute film to pre-promote the Carnaby Style Weekender, which was shared on @London’s Instagram to over 52,000. 

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Posted 4 days ago

Sister City Guides: Madrid

Recently Rachel Etebar, Account Manager at Sister visited Madrid for a long weekend away. Here’s her round-up of the top places to visit.


“I fell in love with the Palacio de Cristal in Parque de El Retiro (pictured above), a gorgeous glass and metal structure built in 1887. Usually it hosts events and exhibitions but there wasn’t anything on display when we visited, not the end of the world it made for a super haunting photo instead.”


“We had a yummy Mexican meal at Taqueria La Lupita, packed full of Madrid locals, we had to wait at the bar for a table but the super strong frozen margaritas time the edge off.”


“I saw so many stunning fountains, statues and memorials, my personal favourite was this one (pictured above) in Parque Del Retiro.”

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Posted 11 days ago

Nicer Tuesdays with the Sister Design Team

The design team at Sister have been to the Latest Nicer Tuesdays event curated by It’s Nice That at Oval Space.

The event featured talks by four speakers selected from different creative industries with a diverse background: Natalia Stuyk is a digital artist with a fashion background, Max Siedentopf is a creative working in advertising, Will Anderson a Bafta nominated animator and Marion Deuchars an illustrator recognisable for her Children books.

Natalia Stuyk’s commercial work features collaborations with fashion brands such as Kenzo, Nike and Stella McCartney, and musicians such as Basement Jaxx and Crystal Fighters.
Natalia’s talk focused mainly on her latest video projects with hypnotic and fluid graphics. She’s interested in contrasting textures, colours and shapes.

Max Siedentopf is co-founder of Ordinary magazine, which celebrates everyday objects from plastic cutlery to bin bags.
Max talked about his previous AD work, his personal work photography series of families with watermelon heads. He encouraged designers to live by a mantra: To have lots of hobbies out of work so that you are inspired everyday. One of his most interesting pieces of work ‘Aversive Adhesives’ a sticker book featuring images that would naturally repulse people.

Animator Will Anderson who won best short at the British Animation Awards talked briefly about his previous work but he focused on his latest animated film: ‘Have Heart’. Will explained that he worked on the film during his commute back and forth from Edinburgh.
The animation tells the story of a tired animated GIF stuck in a loop on the Internet facing a life crisis. The Director explained the concept and the processes he went through to make his geometric characters come to life. Will said that: ‘It’s fascinating as an animator to use simplicity to communicate complex emotional ideas and he finds exciting that with just a few simple shapes you can create characters that have feelings, and can tell a story about us.”

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Posted 17 days ago

Sister Launches Seven Dials Magazine Issue 1


In Spring 2018, Sister launched Issue 1 of the Seven Dials magazine. For the inaugural issue, Sister created the concept, design and copy for the magazine and worked with leading photographers including Adam Goodison and Toby Coulson.


The 48-page magazine gives readers an insight to the area and the people behind it, brand profiles, area guides and the fashion, lifestyle, food and drink to be found in the 7 interconnecting streets.

Sister worked with London Evening Standard journalist Frankie McCoy to introduce the issue, due to the working relationship the agency have built with her and her passion for the restaurant offerings in the area.


Highlights of the magazine include interviews with Michelin-starred chef Marcus Wareing and Chantelle Nicolson, the chef patron of Tredwells or Rosie Wolfenden CBE, the co-founder of eclectic, British-made jewellery brand Tatty Devine brand profiles of American sound giants Sonos and Cornish surf brand Finisterre and a Foodies Guide to Seven Dials by influencer Ayushi Gupta. 


Sister produced four photo shoots for the magazine, including atmospheric portrait shots by Toby Coulson, personalisation and still life shots by directional photographer Adam Goodison and a wealth of destination photography from instagrammer and photographer Carol Sachs.


Sister worked with illustrator Zoe More O’Ferral to create a visual map of the streets of Seven Dials, which takes pride of place on the back page of the magazine.

The free magazine is available for consumers to pick up in over 100 stores and restaurants in Seven Dials, as well as hotels and office around London and in key transport lounges.

@7DialsLondon #SevenDials

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Posted 67 days ago

Sister Launches Carnaby Magazine Issue 3

In Spring 2018, Sister launched Issue 3 of the Carnaby magazine. Sister created the concept, design, illustrations and copy for the magazine, following the success of the previous two issues.

The 40-page glossy magazine gives access to the latest trends, new openings, behind the scenes with Carnaby’s makers and creators, fashion, lifestyle, food and drink found throughout the 14 streets of Carnaby.


Sister worked with influencer and style blogger Megan Ellaby to introduce the new issue. Having worked with Megan previously for Carnaby Fashion Festival 2017, the influencer has become a brand ambassador beyond her digital platform.


Highlights of the magazine include beauty and grooming still-life photography, Q&A’s with Carnaby’s top chefs and bartenders, a study on trainers with influential sneaker & style blog Big Eyes Little Soles, and behind-the-scenes stories from Carnaby’s master tailors and craftsman. There are also interviews with The Great Frog owner and designer, Reino Lehtonen-Riley and chef-restaurateur Stevie Parle, the driving force behind new Carnaby restaurant Pastaio.


Sister produced five photo shoots for the magazine, including a spring/summer fashion story shot by British photographer James Rees, who also created an accompanying fashion film to elevate the campaign onto digital platforms. Sister is proud to support up and coming talent within the magazine, with the shoot styled by Lily Austin and make-up and hair designed by Grace Ellington.

Sister worked with illustrator RUDE to create a visual map of the 14 streets of Carnaby, and also built an interactive version to sit on Further exclusive content was produced for Carnaby’s online audience, including extended interviews and behind the scenes imagery.


The free magazine is available for consumers to pick up in over 150 stores and restaurants in Carnaby, as well as hotels, offices and universities around London.

@CarnabyLondon #Carnaby

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Posted 76 days ago

Sister London Shortlisted for the Drapers Digital Awards

Sister London are pleased to announce that our Carnaby London Christmas Carnival Digital Campaign has been shortlisted for the Best Digital Marketing Campaign at the Drapers Digital Festival 2018.

The festival is the world’s largest gathering of fashion e-commerce and digital professionals. There will be talks, debates, exclusive fringe events and the awards gala, all held at The Brewery London.

We are excited to attend the festival on 26 April and are very pleased to see the hard work of the Sister Team recognised. Our Carnaby London Christmas Carnival Campaign was a huge success, reaching a total of 21,190,880 on social media and gaining over 10,000 ticket registrations.

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Posted 93 days ago

Audience Insights Breakfast at The Drum

Sister London was invited to a discussion at The Drum about how brands can improve their engagement with audiences using insights, analytics and gut instincts.

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Posted 107 days ago

#LumiereLDN Festival 2018

The UK’s largest light festival, Lumiere London, has returned to the capital for a second time. The free four-night festival features more than 50 artworks by UK and international artists.

Carnaby and Seven Dials are among the key areas for the festival in London’s West End, with four stunning installations within a 10-minute walk of each other.

In Carnaby, head to Ganton Street and be dazzled by 51 oversized Light Bulbs suspended from the sky. The LED light bulbs light up in a rainbow of colours, creating an eye-catching ‘dancing’ light show.


Visitors can also admire the Giant Plug & Socket on Ganton Street, an iconic characteristic feature of Carnaby. Shaida Walking by renowned British artist Julian Opie is situated on the junction of Broadwick Street and Carnaby Street. 

There’s also free hot chocolate on offer on Ganton Street by the Giant Plug & Socket, perfect for warming up while exploring Carnaby’s 14 streets each evening.


In Seven Dials, discover the playful Aquarium installation on Earlham Street, between the Donmar Warehouse and Fly London, which transforms an iconic London telephone box into an aquarium full of real, exotic fish. This is an installation not to be missed.


In addition to the lights, there are exclusive workshops, DJs, makeovers and Lumiere inspired menus and cocktails.

Don’t miss out, the festival is running until Sunday evening.

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Posted 121 days ago

Sister London 2017 Overview

Here is our #BestNine from 2017, thank you to everyone we worked with last year. We look forward to an even better 2018.

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Posted 129 days ago

#CookForSyria Pop-up in Seven Dials

This December, Sister welcomed the #CookForSyria initiative to Seven Dials.

#CookForSyria launched a pop-up café and takeaway service on Monmouth Street in the heart of Seven Dials. The café served mezze dishes by Syrian chef Imad Alarnab alongside baked treats by Lily Vanilli and more.

All proceeds from sales of baked goods, the #CookForSyria cookbook, along with a donation from each of Imad Alarnab’s dishes sold have gone to Unicef UK’s appeal to aid the millions of suffering Syrian children as winter approaches.

#CookForSyria is an initiative that brings together chefs and restaurateurs across London to celebrate Syrian culture and cuisine, raising awareness and money in support of Unicef and their efforts to help the millions of displaced civilians suffering from the ongoing conflict. The initiative was founded by influencer Clerkenwell Boy, PR Gemma Bell and Suitcase Magazine CEO, Serena Guen, in 2016.

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Posted 149 days ago

L’Estrange London Now Represented by Sister London

Sister London is now representing menswear brand L’Estrange London, handling all press enquiries.

L’Estrange strive to simplify and elevate your wardrobe, allowing you to focus on achieving more each day. The brand constantly updates and innovate their products, whilst steering away from traditional fashion seasons. Their key “projects” include high-quality T-shirts, sweats, shirts, trousers and their signature product The Hood.

Most recently, the brand opened their design-focused store on Berwick Street, which will be there for the next 3 months. “The L’Estrange Apartment” brings their studio to Soho and creates a home from home for you to discover the brand’s key pieces and a selection of their favourite interior brands.

@lestrangeldn / @lesstrangeldn

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Posted 208 days ago

Edeline Lee SS18 LFW Presentation

Sister London attended Edeline Lee’s SS18 LFW presentation at 180 The Strand on Sunday 17 September.

This season, Canadian born, British designer Edeline traveled to the New Mexican Badlands and was inspired by the idea of feminine courage. Taking inspiration from Georgia O’Keeffe, the concept of the collection was to connect to the vulnerability and the strength at the core of every woman.

Juxtaposing oversized fabric ties and knots with her signature, streamline feminine silhouettes, Edeline stuck to a girlish colour palette of Blushes, Nudes and Ivories. Pieces were accented with delicately hand-covered Azure Blue buttons and buckles, revealing a flash of gold metalwork behind their coverings. Other stories focused on Southwestern patterns and chain stitched sentences from O’Keefe’s love letters.    

The Presentation was accompanied by live music from talented singer and guitarist Junk Male.

After the show, Sister visited the Designer Showrooms, home to over 150 British and International designers, we were presented with a diverse selection of ready to wear, jewellery, accessories, and beauty brands. Highlights included the eye-catching wooden framed sunglasses by Finlay & Co., the incredible hand-painted ‘girl power’ leather jackets by Laurie Lee and contemporary power shirting by Jetti. Sister also had fun with the #INKWITHATTITUDE sequin photo wall by Maybelline.

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Posted 237 days ago

Ugly Dumpling

Sister London is now representing and handling all press enquiries for new fusion dumpling restaurant Ugly Dumpling.

Ugly Dumpling is the first independent restaurant by Ping Wong and serves traditional Asian dumplings with western ingredients reflecting Ping’s Chinese Malaysian heritage along with her British upbringing. The restaurant fuses Western/Eastern flavours together, transforming the humble dumpling from an Asian street snack into a new dining sensation, an exciting global twist on dumpling recipes. The menu features signature dumplings including Aromatic Duck, Pork Belly, Satay Chicken, Prawn and Chive and the vegan special Spinach and Tofu alongside new favourites Lamb, Harrisa & Yogurt, Mushroom & Truffle, Smoked Mackerel and Courgette & Halloumi. Dumplings also take center stage on the dessert menu through exciting sweet fillings including Blueberry & Crème Fraiche and White Chocolate & Matcha.  

Coverage so far includes Metro online, Design My Night, London On The Inside, About Time, The Nudge and Urban Junkies.

1 Newburgh Street, Carnaby London W1F 7RB / @uglydumplinguk

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Posted 290 days ago

Darjeeling Express

Sister London is now representing new Indian restaurant Darjeeling Express, handling all press enquiries.

Darjeeling Express is the first concept restaurant by self-taught cook and pioneering supper club host Asma Khan.

The restaurant aims to serve food the way it was meant to be eaten in Asma’s North Indian and Bengali culture, with a combination of textures, flavours and complementing dishes. Darjeeling Express also houses an open kitchen run by women serving authentic dishes including Papri Chaat, Calcutta lamb dum biryani, Goat Kosha Mangsho and Mutton Shikampuri Kabab.

Coverage so far includes interviews and features in the Evening Standard, ES Mag, Jamie Magazine and FT Weekend Magazine.

Top Floor, Kingly Court, Carnaby London W1B 5PW

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Posted 305 days ago

The Seven Dials Guide 2017

Art Direction | Graphic Design | Copywriting

The Seven Dials guide features a full listing of shops and restaurants to discover in the area, plus interviews with key Seven Dials tenants.

The cover was printed on a GF Smith uncoated paper and the type was finished using UV and gold foil to give a luxury feeling.


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Posted 306 days ago

Carnaby Street Eat 2017

On Saturday 3 June, Sister hosted Carnaby Street Eat, a one-day free entry food festival for London foodies and families alike. Over 30 restaurants, cafés, bars and pubs lined the streets of Carnaby, showcasing the area’s food and drink offerings with over 20 global cuisines.

Highlights included Mac Daddy sliders from Dirty Bones, steamed buns from Shoryu Carnaby, oysters and prosecco from Wright Brothers Soho and Hawaiin poké bowls from Island Poké.

The day offered an exclusive taste of the soon to open Darjeeling Express, who showcased authentic Indian dishes including masala chai, lamb samosas and Calcutta puchka ahead of their opening in Kingly Court later this month, alongside Ugly Dumpling, who served hungry punters delicious fusion dumplings with peanut beetroot noodle salad.

Visitors enjoyed al-fresco dining in the sunshine, with picnic benches lining Carnaby Street and entertainment from a traditional Marichi and Steel Pan bands. The Newburgh Quarter was transformed into a summer chill out area complete with a pop-up lawn, complimentary ice lollies and ice cream sandwiches, deck chairs and bean bags and a surprise live DJ set by festival giants Lovebox. Sister’s partnership with Lovebox will continue at the Lovebox festival in July, with Carnaby representatives hosting a bespoke Airstream GIF booth and the chance to win tickets on

Sister delivered event marketing material with London-based illustrator Harry Bloom, who created a bespoke illustration of the Carnaby area which depicted the exciting activity of the event. The artwork was then used across the campaign including the event invitation, posters, banners and animated GIFs.

The event formed part of the London Evening Standard Food Month, a celebration of food and beverage in the capital with whom Sister are working closely with. Sister secured 41 pieces of coverage with a total media circulation of over 145,000,000. #StreetEat was trending in the UK on Twitter, and the campaign generated a total social media reach of 18,963,328.

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Posted 340 days ago

Carnaby Style Night 2017

On Thursday 4 May, Sister hosted another successful Carnaby Style Night that saw thousands of shoppers visit the area to celebrate fashion, food, beauty, lifestyle and music at this experiential event.

Over 100 Carnaby restaurants, bars and cafés offered an exclusive 20% discount to shoppers on the night, as well as additional offers and activity including live music, DJs, trainer cleaning, makeovers and customisation, all happening on the night.  

On-street entertainment arranged by sister was provided by energetic skate crew High Rollaz who wowed with tricks and routines, and music from Chartz and Thomas Nunez. Two illustrators created live art on the night, and shoppers got snapped in a customised Airstream GIF booth complete with a range of Carnaby accessories. Visitors to the event could also pick up a complimentary Carnaby cocktail at the Beetle Juice pop-up bar, and a sweet treat of pick ‘n’ mix, both in the Newburgh Quarter.

Sister’s media partner, GQ, had a presence on the night with the fashion team hosting a Style Hub at 3 Carnaby Street. This included an exclusive edit of the latest Carnaby trends which customers could browse and pick up styling tips and advice.

Sister secured 36 pieces of press coverage with a total media circulation of over 97,000,000. The social media reach was 30,948,212 and the event was trending on Twitter for 3 hours.

Next up, Sister will host Carnaby Street Eat on Saturday 3 June, a free entry one-day food festival with over 30 food stalls from Carnaby’s favourite restaurants, bars and cafés.

For more information, head to

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Posted 363 days ago

Sister London AW17 Press Day

On Tuesday 4 April, Sister London held a multi-brand AW17 Press Day at the chic Ivy Soho Brasserie on Broadwick Street. The venue is newly-opened and is a huge draw for press, as well as being located next to a number of key publishing houses.

The brands showcased in the private event space were Happy Socks, Hysteria, ST. studio, Rockport, Sister Loves and Marion Ayonote. Each collection was fully merchandised in product range to create strategic talking points with the press. The relaxed atmosphere allowed the Sister London team to effectively showcase the brands and increase media awareness.

The day ran from 9am-7pm and press were treated with delicious canapes and drinks from the Ivy.

The event was a huge success. There was a great turnout from press and influencers, and the collections were very well received.

In case you couldn’t attend, keep an eye out for a video of the day.  

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Posted 408 days ago

Mayor Sadiq Khan Launches #MyLondonDish Social Media Initiative

Last week, Mayor Sadiq Khan launched the latest part of his #LondonisOpen campaign, with social media initiative, #MyLondonDish, aimed at highlighting London’s diverse and incredible food offering and, ultimately, to tackle long-standing misconceptions about food in London.

To mark the beginning of the campaign, Sadiq posted the first image on his new Instagram account @MayorofLDN by sharing his #MyLondonDish.

Jamie Oliver followed, sharing his version to 5.6M followers while encouraging others to share their #MyLondonDish on social media using the hashtags.
Other foodie influencers and chefs, including Hemsley and Hemsley, Gizzi Erskine and Clerkenwell Boy have since been sharing their own variations to keep the conversation going.

Sister joined in the conversation to share a selection of our own favourite London dishes.

Emily - The Big Bombay at Dishoom

Rachel - Burrata, fennel & lemon at Legs


Sophie - Roast Chicken Lunch at The Morgan Arms

Katie - Shakshuka with halloumi at The Good Egg

Kay - Szechuan Wagyu beef puff at Hakkasan


Bethan - Courgette Flower Stuffed with Goat&rsquos Cheese and drizzled with Honey at Dehesa Soho

Amy - Pappardelle with 8-hour Dexter beef shin ragu at Padella

Greg - The BAM Rueben at Black Axe Mangal

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Posted 423 days ago

London Loves Food – Advertising Week Europe

This week, Sister attended the London Loves Food talk in association with Advertising Week Europe, celebrating the industry and its people. Panelists on the talk were food and drink heavyweights, Grace Dent, Angela Harnett and Dan Dove, discussing all things delicious in London and leading with the Evening Standard’s London Food Month in June. Angela Harnett kicked the talk off by exclusively announcing her intuitive for London Food Month, with Café Murano opening its door for young industry workers to sample her Northern Italian cuisine.

London was highlighted as one of the world’s top dining destinations, celebrated for its multicultural cuisines, unique concepts and immersive experiences. London was also referred to as the leading city for drinks, home to a number of top world class bars and bartenders including The Connaught. For Asian cuisine, London was hailed as being on par with NYC, perhaps even beating the East Coast for the first time. The Barbary was highlighted as a top London restaurant, albeit the controversial no reservation topic, alongside Barrafina, Chick ‘n’ Sours, Colony Grill and Nobel Rot.  

The social aspect of dining and drinking out in the capital was discussed, along with ideas on social media and reviewers. It was widely agreed that Instagram plays a pivotal role in the industry and breaking the news on restaurant openings, in addition to the importance and power of bloggers alongside the gravitas of reviewers. Trends were referred to as being organically led, complimenting consumer behaviour along with travel discoveries of chefs and bartenders.

An interesting delve into the capitals food and drink culture, Sister are incredibly excited for London Food Month this June, kicking it off with Carnaby Street Eat food festival on Saturday 3rd June.

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Posted 423 days ago