GUERLAIN | L’Heure Bleue | Covent garden

Covent Garden, London
Creative Concept | Design | Creative Production | Event Management | Content Management

Brief.

To celebrate the launch of Guerlain’s L’Heure Bleue fragrance, we were asked to create a high-impact pop-up that would drive awareness and encourage purchase. The experience needed to let visitors discover the scent first-hand, offer personalisation elements that made the fragrance feel like their own, and create shareable moments that would extend the reach of the launch well beyond the store.

Solution.

We brought Guerlain’s L’Heure Bleue to life with an immersive pop-up in the heart of Covent Garden, inspired by that fleeting moment when day shifts into night. The space invited visitors to slow down and step into the story of the fragrance, turning passing footfall into a considered brand experience.

From fragrance sampling and complimentary blue hour-inspired cloud matcha to a dedicated photo booth and postcard station, the pop-up was designed to be explored and remembered. Each touchpoint offered a different way to engage with the scent, whether through taste, image or the written word. Visitors could also create a personalised charm with their fragrance purchase, adding a unique finishing touch to their experience and giving them a keepsake that connected them to the launch long after their visit.

The pop-up delivered the store’s best week of 2026, driving traffic up 92% on the previous year and 86% over target. Conversion doubled in every category, and the activation also generated 2,806 CRM sign-ups, building a strong base for future customer engagement.

Results.

The pop-up blended scent, storytelling and thoughtful touchpoints to create moments worth stopping for, capturing and sharing. By combining sensory discovery with personalisation and social-ready details, the experience encouraged visitors to linger, to share and to buy.