NEOM_WELLBEING
PICK_&_MIX
SWEET_SHOP
DISCIPLINES
Production
Fabrication
Set Build
Activation
Graphic Design
THE_BRIEF
NEOM challenged us to bring their ’Sweetest Gift Of All’ Holiday campaign to life through an immersive brand activation for press, influencers and public. We were tasked with creating a sharable space that not only represented the campaign concept but also to hero the three Christmas product ranges allowing attendees to ‘pick and mix’ their favourite fragrances and ingredients for a bespoke gifting pack.
Above the sweet shop, and to celebrate NEOM’s ongoing partnership with Tony’s Chocolonely, we created ‘Cafe Neom’ - a space where attendees could spend time learning more about the Christmas product range whilst enjoying themed Hot Chocolates and bespoke bakes inspired by the product packaging.
We created a dedicated look and feel for the space that, whilst inspired by the Christmas product colour palette, was reminiscent of an ‘old world’ sweet shop. Bespoke illustrations and graphic signage, custom sweet jar labels and a wide variety of specially sourced props added authenticity; all supported by our good friends at Good Times Collective
THE_RESPONSE
Using central London’s SoHo as our backdrop, we designed and built a fully bespoke vintage sweet shop experience in the heart of Greek Street. The build consisted of a fully functional, bespoke shop fit, complete with display cabinets, floor to ceiling product walls, custom graphics and an oversized central counter that helped to add a sense of theatre to the experience - taking guests back to their childhood visits to the local sweet shop.
THE_RESULT
The activation saw an almost 100% turn out for invited press and influencers resulting in a total reach of over 10.4million and 859,000 impressions across 143 posts.
Consumer spaces sold out completely in advance, with all profits donated to charity.
LIKE_WHAT_YOU_SEE?
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