Serpentine Gallery party

The blazing sun didn't sour the cream of London where Kensington Gardens was clotted with around 800 guests from the worlds of art, fashion, literature, film and music. Yes, it was the Serpentine Gallery Summer Party, signalling to many the start of the summer season. The Serpentine's 40th anniversary saw the likes of Grace Jones and Stella McCartney mingle with Bill Wyman and the traditional clutch of Euro heiresses and billionaires. Bethany Hutton-Stigga (12 Jul 10)

Dizzee Rascal surprised guests with a ‘secret gig’ performance

Who put the party together?

Imagination, the global brand communications agency designed, produced and managed the party which was hosted by Serpentine Gallery director Julia Peyton-Jones. The event saw the unveiling of the rousing red pavilion created by French award-winning architect, Jean Nouvel(see headline image).

Jaguar was the sponsor of the party which marked its 75th birthday. This feat was celebrated by Imagination with an 18-metre LED wall which digitally recanted the impact of the Serpentine Gallery and Jaguar over the decades.

Jaguar projected on Imagination’s LED wall

Guests were able to view the stories of 10 years of summer pavilions, 40 years of the Serpentine Gallery and 75 years of Jaguar Jaguar XS, XJ and XK in white, displayed on plinths to demonstrate design achievements across Jaguar’s 75-year history.


A welcome team greeted guests and handing out goodie bags including prestigious Jaguar gifts.

Table tennis champion Darius Knight was among four table tennis champs on hand to
demonstrate the finer art of the game - gamely fought by Myleene Klass who was undeterred by her Christian Louboutin platform heels.

 A strikingly coiffured Jared Leto at the party

DJ Seb Fontaine got the mirrored dancefloor busy and a surprise appearance by Dizzee Rascal took the pitch higher.

Guests were invited to pose for their own Tatler portrait in a pop-up photo booth, probably wiser before the Laurent Perrier bar took hold but definitely more fun afterwards.

Food was by Absolute Taste and drinks were kept flowing by Boujis at bars throughout the venue.

Elsewhere an installation by French artist Christian Boltanski invited guests to contribute a recording of their heartbeat for his ongoing archive housed on an uninhabited Japanese island.

Myleene Klass


David Bailey, in front of the camera

Guests included Petra and Tamara Ecclestone, Nancy Dell'Olio, singer Beverly Knight, Lily Cole, Holly Valance & Nick Candy , Simon & Yasmin Le Bon, Myleene Klass, Jared Leto, Matthew Williamson, John Rocha, Bianca Jagger and architect Zaha Hadid.

Holly Valance and Nick Candy


What they said:

Pavilion interior

“For many, the Serpentine Gallery party officially marks the start of summer. We wanted to contribute something new to this year’s event and kick off the summer with a celebration that appealed to everyone.” Ross Wheeler, Client Services Director - Imagination.

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