Marking the brand's experiential debut, I was contracted by luxury fragrance brand Jo Malone London, to be the dazzling host for their 2024 Christmas Pop-Up, based in London's Covent Garden. Taking inspiration from 80's vintage gameshows like Wheel of Fortune, the pop-up, entitled "A Christmas Special", was designed to be a fun, immersive experience for consumers, where they would be offered a chance to "spin-the-wheel" and win a variety of branded prizes, from product samples, to in-store services, and discount vouchers. Consumers would then continue through the pop-up, indulging in a fragrance consultation at the scent bar, and taking some photos at the glittering photobooth, walking away with a printed keep-sake as well as a digital copy to share accross their social media. Finally, attendees would write-out some Chistmas cards for their loved ones using branded stationary, and these cards would then be posted out free-of-charge by Jo Malone London, just in time for Christmas. The pop-up would also serve as a fully functional retail shop in its own right, allowing guests to purchase many of their favourite products and Christmas exclusives during the experience.
Christmas Pop-Up Photobooth
Exclusive Christmas Fragrance
Exclusive Christmas Packaging
In-keeping with the sparkling decor showcased throughout the pop-up, I was instructed to portray a "razzle-dazzle" aesthetic, complete with high heels, sequins, glittering make-up and bold accessories. As for the presenting guidelines, the brand wanted a vivacious host that could demonstrate a level of showmanship, transporting guests into the gameshow fantasy and making the pop-up feel truly immersive.
However, the brand equally wanted to ensure that the characteristation of the host does not become too "over-the-top" or "gimmicky", as they still wanted the pop-up to feel like an intimate experience, and maintain the prestige and elegance that defines Jo Malone London as a luxury brand. As such, my goal was to be charming and playful, whilst maintaining an air of sophistication and intrigue.
See "A Christmas Special" on Jo Malone London's Instagram
A "Christmas Special" pop-up...
...garnered hundreds of thousands of likes, comments, shares, and post impressions accross Instagram and Tik Tok
...increased overall brand visibility and brand awareness amongst consumers
...gathered astronomical footfall, with an average of 10,000 consumers served per day accross the entire London activation
...boosted Christmas sales revenue by over 50%
...drove thousands of Newsletter subscribtions via the website, therefore generating thousands of new leads for e-marketing
...was the talk of the town!
Video Snippet of Jo Malone London's "A Christmas Special" immersive Pop-Up at Covent Garden
