The Event

Sound Division was proud to support the Lulu Guinness x By Rotation pop-up in Mayfair, celebrating the launch of their new rental collaboration. Hosted in-store and attended by influencers, media and brand partners, the event spotlighted British fashion with a strong emphasis on sustainability and circular design.

Guests were treated to a curated display of Lulu Guinness handbags, including rare vintage styles available to rent via the By Rotation app. The event also introduced the Lulu Guinness x Waitrose tote bag, produced from recycled plastic bottles. Blending heritage design with a modern approach to conscious fashion, the pop-up was delivered in partnership with creative lead producer Gracie Egan, with DJ Fiona Jane providing the soundtrack on the decks.

Production Services

Brought on board through recommendation, Sound Division provided the technical production for the event. A bespoke all-white DJ booth was created for the occasion, featuring custom vinyl branding to complement the space’s sleek aesthetic. The booth was fitted with a full Pioneer DJ setup, including top-of-the-range CDJ-3000 players and a DJM-A9 mixer — delivering the flexibility and performance required for professional-level sets.

Audio was delivered via a white EV ELX Series 1000W portable sound system, selected for its clarity and discreet visual profile. An additional satellite EV monitor was installed for the basement showroom, and the system was carefully calibrated to maintain a refined sound that supported the atmosphere without overwhelming the space or detracting from the visual displays.

The Result

Reflecting on the event, Sound Division’s Managing Director David Graham commented: “We were delighted to be part of such a stylish and considered event. Our focus was on delivering seamless technical production that complemented the tone and aesthetics of the space. It’s always a pleasure to support events that align with our values of creativity, quality, and attention to detail.”

The result was a polished experience for guests, with the audio environment playing a key role in creating the right mood throughout. The Lulu Guinness x By Rotation pop-up stands as another example of how considered sound design can enhance modern fashion activations in exclusive settings.