London Fashion Week is not known as a place of relaxation; with fashionistas attending hundreds of shows a day by the best designers in the world.
But one of those designers has created a space for the fashion package to relax during the hectic chedules, in the largest bean bag in the world.
British accessory maker Anya Hindmarch, 50, has hosted events in the puff – called Chubby Cloud – with the goal of being more soothing than all the runway shows; with meditation, readings of the BBC's delivery forecast and story telling of children's books.
And the art installation, which was held at the palatial Banqueting House in London, has already been sold, with no tickets for any session this weekend.
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British accessory designer Anya Hinmarch launched a relaxation event called Chubby Cloud in what she says is "the largest bean bag in the world", where visitors rest. In the image: the guests relax in the Chubby Cloud listening to the speaker Sophie Hackford
Hindmarch launched the event to encourage people to be more "playful" and lean back and enjoy the art. In the image: Hindmarch speaks on the opening day of the exhibition on Friday
The guests take off their shoes and put on a jumpsuit so that they can lie down comfortably and relax in the cloud (in the image)
Participants put on comfortable jumpsuits and take off their shoes to jump on the big white pouffe, which has been designed to look like a giant cloud.
They can look forward and see the guests talking or leaning back and getting a spectacular view of Peter Paul Rubens' painting on the ceiling.
The event, which was held from September 14 to 16, hosted a series of talks, meditations, music and bedtime stories.
There is also a café on the ground floor that sells rainbow donuts and muffins with cloud-shaped icing, and the designer is also selling limited-edition Chubby Cloud merchandise.
The event, which took place at Banqueting House in London, was a complete sale, with no tickets on sale for the remaining events. In the image: two visitors relax in the Chubby cloud
The event hosted a series of talks, meditations, music and bedtime stories, including some famous celebrities such as Poppy Delevingne and Claudia Winkelmann. In the image: two visitors relax in the Chubby cloud
Hindmarch announced that it would no longer present its collections in line with the traditional schedule of London Fashion Week. In the photo: visitors wait their turn in the cloud
There is also a café on the ground floor that sells rainbow donuts and muffins with cloud-shaped icing. In the photo: visitors enjoy a break in the full cafe
Hindmarch also sold limited-edition Chubby Cloud merchandise at the three-day event (pictured), which ends on Sunday.
Speaking after the Saturday morning session, Hindmarch told WWD: "It's the idea of involving people who are not in a traditional format, I just wanted to talk to our clients and make this inclusive.
"You see how people behave when they sink into the chubby cloud, it's quite natural, and I wanted to do something where they could come and be playful, and you're pretty porous when you're lying there, so you're open to art and you're Open to listen, and I hope you're open to know more about us.
The event has already proved very popular and all the talks have been exhausted, while celebrity guests have included Poppy Delevingne and Claudia Winkelmann, who read bedtime stories when they visited on Friday.
Visitors can look forward and see the guests talk or lay back and get a spectacular view in the painting of Peter Paul Rubens on the roof. In the photo: a visitor who takes a picture of the painting on his phone
In February, the designer placed plump heart balloons around Britain's famous attractions to publicize the collection. In the photo: the lecturer Sophie Hackford, who is the executive director of a data company and AI 1715 Labs
Hindmarch received a CBE from Prince Charles in recognition of his fashion services last year. In the image: the speaker Sophie Hackford during her talk
The Duchess of Cambridge is a fan of her handbags and Princess Eugenia was seen with an Anya Hindmarch purse at the wedding of Pippa Middleton and James Matthews. In the image: the speaker Sophie Hackford during her talk
Hindmarch announced that it would no longer present its collections in line with the traditional schedule of London Fashion Week.
In February, the designer placed chubby heart balloons around famous places in Britain.
In June of last year Hindmarch, who is known for bringing a sense of humor for British excellence to her designs, received a CBE from Prince Charles in recognition of her fashion services.
Miss Hindmarch created a reusable bag with & # 39; I'm not a plastic bag & # 39; to promote the environment. In the photo: visitors relax while looking at Sophie Hackford during her talk
Hindmarch said that people would be more "open to listen" while they are relaxed and more open to learning about the brand. In the photo: visitors wait to be admitted to the Chubby Cloud event
Speaking at the event, the mother of five children, who launched her eponymous fashion label in 1987, said she is "privileged and proud" that Princess Diana was among her followers and would use pieces from her collection for nightly galas and visits from state.
The Duchess of Cambridge is also a fanatic and Princess Eugenie was seen with a packet of crunchy packages from Anya Hindmarch at the wedding of Pippa Middleton and James Matthews last month.
Miss Hindmarch created a reusable bag with & # 39; I'm not a plastic bag & # 39; to promote the environment and now delights fashion lovers with their playful designs that seek to find beauty in the banal, from road signs to cereal packages.