Charlotte Tilbury | FLAGSHIP STORE LAUNCH | London

Experiential Marketing, Roadshow, Digital Experience
Glasgow, Newcastle, Leeds, Manchester, Liverpool, Birmingham
Creative Concept | Design | Creative Production | Event Management | Content Management

Brief.

To celebrate the launch of Charlotte Tilbury’s new global flagship store in Covent Garden, we partnered closely with the brand team to deliver a standout moment that would resonate both locally and globally. The objective was to generate widespread excitement around the opening, attract high footfall, and create a culturally relevant experience that would engage loyal fans while capturing the attention of a much broader audience. With strong brand equity and a devoted following, the launch needed to feel elevated, immersive, and worthy of its flagship status, while also driving significant earned media and social amplification.

Solution.

We developed and executed a dynamic, day-long live event designed to celebrate the brand’s arrival in one of London’s most iconic retail destinations. The experience was carefully curated to build anticipation and reward the enthusiastic crowds who queued for the opening.

Charlotte Tilbury, New Store Launch, Model arriving

Programming included high-energy entertainment, talent appearances, and interactive moments that encouraged social sharing and real-time engagement. Every touchpoint was designed to embody the glamour and theatricality synonymous with the brand, ensuring the event not only attracted attention on the ground but translated seamlessly across digital and social platforms.

The result was a vibrant, content-rich environment that amplified the excitement of the store opening far beyond Covent Garden itself.

Charlotte Tilbury, Store Launch, Puppeteers

Results.

The launch delivered exceptional impact, generating significant global awareness and engagement. The event achieved a total press reach of 239 million, alongside 95 million influencer reach, driven by high-profile attendance and extensive social coverage. This resulted in £382k in earned media value, reinforcing the success of the activation as both a cultural moment and a powerful driver of brand visibility. The flagship opening firmly positioned the store as a must-visit destination, while strengthening brand affinity among both existing fans and new audiences.