The event was organised by Selfridges' in-house PR team, along with Borkowski PR. But, in a veritable orgy of agency activity, Camron PR and Modus Publicity also handled 'event co-ordination work', with agencies such as Halpern and CoalitionTotal also present.
Mark Borkowski was seen strutting his stuff in a green check suit (and was described by his tanned colleague Larry Franks as 'resembling Austin Powers on acid'), while JCPR chiefs Jackie Cooper and Robert Phillips were also spotted schmoozing.
But PRWeek was amazed to come across Lexis PR chief Hugh Birley in the lower-ground 'Over 18s' section of the store, apparently eyeing up a selection of sex toys.
Birley is clearly a PR wise-guy as he managed to turn a potentially embarrassing situation into a plug for his agency, insisting he was 'doing research' for Amandakiss.com, a client of Lexis's digital PR arm Bluepool.
'Amandakiss sells a range of competitively priced, battery-powered novelty toys,' pointed out Birley, as the devices produced by rival brands vibrated and whirred happily on a nearby table.