Fashion Retail Pop-up Activation
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We were commissioned to design, build and install the first of its kind: 'River Island Hotel’ Pop-up Activation.
Expanding on River Island's Christmas Hotel campaign, we launched a shopping centre pop-up in Birmingham Bullring and then touring it to Gateshead's Metro-centre.
The aim? Supporting their recently refurbished stores, changing brand perception in local cities and driving footfall at a peak shopping period - in a way not tested before.
After customers entered the installation, they were greeted at the Concierge and signed up to the RI email database, they were then invited to pick a key from the hotel lobby Wall. A prize awaits with each key, but one lucky Golden key unlocks the door to a grand prize gift card.
The activation was designed to enhance and delight the local customer experience as they journeyed through the space and interacted with the various touchpoints and gifting prizes. We considered all key elements - including RI monogram floor treatment, brass rope and poles to frame the space, customer journey, brand identity and customer interaction and immersive experience.
Hugely positive feedback received from both the Brand and shopping mall in terms of achieving Key KPI’s including customer engagement, brand awareness and driving footfall to the store.
Creative & Technical Development, Production and Installation B_RD
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