The event, in aid of the Naked Heart Foundation children’s charity, will be held at The Roundhouse, a music and concert venue in Chalk Farm, London on Feb. 21, during London Fashion Week.
Vodianova said she plans to transform the venue into an carnival complete with a full-size carousel. “This year we are partnering with this incredible designer and artist called Camille Walala,” said Vodianova. “When I saw her work I really thought that it could add an incredible element of color and pattern. It’s something absolutely new to the Fund Fair and will make it fresh for brands and our guests.” Known for her tribal pop style and digital prints, the artist will lend her creative talents to design the fair grounds.
Guests will try their hand at various festival games, from Wheel of Fortune to Hook-a-Duck and Skittles. Vodianova and Kloss will both man the Wheel of Fortune game — an activity that was introduced last year. “Wheel of Fortune brought a lot of fund-raising success to our event,” said Vodianova. “There is still this element of luck involved. You have to pay 50,000 pounds [or $62,000] to spin the wheel and where you land is the prize that you get.”
“Dom Perignon is doing a Spin the Bottle game,” she added. “So depending on where you land you get a different beautiful vintage of Champagne or a Champagne and a kiss as well — or a unique experience with the brand. And Guerlain’s pearl pit will be a big powder box. And you have to look for the right, unique color of the ball in order to win a prize.”
Other games that will be on show that evening include Louis Vuitton’s Aeroplane Toss, Net-a-Duck by Net-a-porter, Stella McCartney’s Arcade Games, Tarot Reading by Fendi, Dior’s Lucky Star, Givenchy’s Catapult, Pair-a-Pair with Giuseppe Zanotti, Pearl Pit by Guerlain and Maxx Royal Resorts’ Coconut Shy and One & Only’s Cocktail Bar.
Entertainment will include a performance by The London Cabaret Club as well as sets by Warner Music Group DJs.
Vodianova’s guest list includes Doutzen Kroes, Kristin Scott Thomas, Maria Borges, Eric Underwood, Erin O’Connor, Arizona Muse, Adwoa Aboah, Sam Rollinson, Charlotte Wiggins, Pixie Lott, Toby Huntington-Whiteley, Yasmin Le Bon and Camilla Rutherford.
Vodianova said the fair was an idea born from the popularity of social media. “They were taking pictures of Karlie and I when we were talking at an event,” she said. “And kept being interrupted for a selfie. Then she said ‘Natalia, you should charge people for this’ and I said, ‘Wouldn’t that be fantastic if we could create some kind of experience that is really Instagrammable or something that is really dedicated to social media in a way.’ The Fund Fair is really appealing for our brands. You can dedicate your own area and create your own experience for your brand.”
This is the third installment of the Fund Fair, which has seen various activities such as a celebrity bumper cars, Vodianova selling kisses and Kloss selling Klossies — the model’s cookie range. The event has raised nearly 1.3 million pounds, or $1.6 million, to date. Last year’s edition, which was held at Old Billingsgate Market — formerly London’s fish market — raised 850,000 pounds (about $1 million at current exchange) for the Naked Heart Foundation children’s charity.
Some 500 tickets will be available for purchase with a “suggested donation” of 1,000 pounds or $1,253 each. Proceeds raised at the event will benefit Vodianova’s Naked Heart Foundation, which aids children with special needs. “Its main mission is to help build an inclusive society that is open to people with disabilities and special needs, through encouraging play and creating free support services for disadvantaged families. Initially building inclusive children’s play parks and playgrounds, the foundation later expanded its scope of activities to include support services for families raising children with conditions such as autism, Down syndrome, cerebral palsy and learning disabilities,” she said.
Vodianova said that she plans to take the the Fund Fair to the U.S. in the future. “We’re working on something incredible,” she said. “This is an event that we want to take around the world eventually so we are hoping to start with New York for next Halloween. We are basically looking into doing a major takeover of New York during Halloween.”