Marc Jacobs | Mirror Box Pop-up | Covent Garden
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Covent Garden, London
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Item deCreative Concept | Design | Creative Production | Event Management | Content Management
Brief.
Marc Jacobs set out to create an industry-leading, visually iconic experience to mark the launch of their high-shine Resort Collection, while simultaneously celebrating the brand’s first-ever UK pop-up retail space. The ambition was to deliver something truly disruptive within a competitive retail landscape. An installation that would not only capture attention but also embody the bold, reflective aesthetic of the collection itself. The brand wanted a design-led concept that would resonate with fashion-forward audiences, drive footfall, and generate organic social amplification, particularly during the busy pre-Christmas period in central London.
Solution.
In response, we designed and delivered a striking, fully mirrored pop-up structure inspired directly by the collection’s high-shine, reflective finishes. The installation took the form of a futuristic mirrored box, positioned prominently in Covent Garden’s Piazza, where it remained in residence for just under four weeks.
The Resort Collection was placed firmly at the centre of the experience, framed by subtle yet impactful branding cues, including the iconic Marc Jacobs monogram.
At the rear of the space, a fully mirrored installation created an immersive environment, designed to encourage interaction and provide a highly shareable photo opportunity. This amplified the reach across social platforms. Every element of the build was considered to balance high fashion aesthetics with experiential engagement.
The exterior was engineered to create a dramatic visual effect, particularly during the darker hours of the morning and late afternoon, where clever lighting design gave the illusion that the structure was floating above the ground, ensuring it stood out against the seasonal backdrop.
Inside, the space was crafted to a flagship retail standard, with premium finishes and carefully considered product displays.
Results.
The pop-up proved to be a standout success, both visually and commercially. It was awarded ‘Best UK Pop-Up’ at the VM & Display Awards, recognising its innovation and execution. The activation ran for a full month, attracting significant footfall and social engagement throughout its duration. Its impact extended beyond the temporary installation, with elements of the internal fit-out later repurposed within a flagship store environment, demonstrating both the quality of design and its lasting value to the brand.
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