& Other Stories | The Grand Gestures Gift Wrapping Service
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Retail Activation, Visual Merchandising, Experiential Marketing
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Regents Street, London
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Creative Concept | Design | Creative Production | Event Management | Content Management
Brief.
& Other Stories set out to create a standout moment during the busy December shopping period, with a clear objective: to drive both awareness and footfall into their flagship Regent Street store. With shoppers increasingly seeking experiences rather than simple transactions, the brand wanted to offer something visually striking, irresistibly shareable, and deeply aligned with their aesthetic world.
The goal was to design a seasonal activation that not only encouraged customers to step inside but also inspired them to stay, explore, and engage.
They were looking for an idea that would spark conversation online and off, strengthen brand affinity, and ultimately enhance the festive gifting journey.
This meant developing an experiential concept that was charming, beautifully crafted, and impossible to resist capturing on camera—an experience that would feel unmistakably & Other Stories.
In response, Backlash developed the Grand Gestures Gift Wrapping Service, a whimsical, Wes Anderson-inspired Christmas activation designed to elevate the art of gifting.
We transformed traditional gift-wrapping into an imaginative, theatrical ritual that offered customers more than just a polished box-it offered a memorable moment. Styled with vintage cinematic cues, bold colour palettes, and charmingly choreographed movements, the service delivered a uniquely boutique feel that perfectly matched the brand’s elevated yet playful identity.
Solution.
They were looking for an idea that would spark conversation online and off, strengthen brand affinity, and ultimately enhance the festive gifting journey.
This meant developing an experiential concept that was charming, beautifully crafted, and impossible to resist capturing on camera - an experience that would feel unmistakably & Other Stories.
& Other Stories set out to create a standout moment during the busy December shopping period, with a clear objective: to drive both awareness and footfall into their flagship Regent Street store. With shoppers increasingly seeking experiences rather than simple transactions, the brand wanted to offer something visually striking, irresistibly shareable, and deeply aligned with their aesthetic world.
The goal was to design a seasonal activation that not only encouraged customers to step inside but also inspired them to stay, explore, and engage.
Results.
Across 10 days in December, the activation exceeded expectations. The team wrapped over 550 presents and served 1,200 branded coffees, turning simple purchases into joyful gifting moments. Around 30% of all shoppers joined the fun by ringing the ‘Ring My Bell’ installation, demonstrating strong engagement and delivering a touch of playful surprise to the season.
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