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Mortimer House, fjör Launch

PLAY partnered with Nordic skincare brand fjör, the launch of their new product range with an intimate movement and art experience at Mortimer House in London.

To celebrate 10 years of the Align legging, PLAY partnered with Lululemon to produce a large-scale movement experience as part of The Align Festival in London.

Hosted on the rooftop overlooking Fitzrovia, the event brought together press and creatives for an afternoon centred around ritual, creativity and wellbeing.

Over 250 guests took part in a 55-minute PLAY Method session, bringing people into the present through music, movement and collective energy

Guests experienced the PLAY Method led by India Bailey, a guided movement journey designed to reconnect participants with their bodies through rhythm, breath and intuitive movement.

Alongside the session, artist Laxmi Hussain created a live artwork responding to themes of skin, nature and transformation, reflecting fjör’s philosophy of combining Nordic botanical science with thoughtful self care rituals.

The collaboration brought together beauty, art and movement to create a sensory brand experience that felt both intimate and memorable.