Marc Jacobs | Daisy Wild Pop-Up | Covent Garden

Experiential Marketing, Pop-Up, PR Stunt
Covent Garden, London
Creative Concept | Design | Creative Production | Event Management | Content Management

Brief.

To celebrate the launch of the new Daisy Wild Eau So Intense, the brand was looking for an immersive experience that provided a consumer journey where self-expression was key. The experience should also provide product engagement areas where three fragrances from the Daisy range can be explored.

The customer experience should deliver strong marketing deliverables with premium product sampling, immersive product experiences that facilitate brand story telling and multiple content moments throughout to drive UGC creation.

Covent Garden was the natural destination to target a beauty engaged audience and the 5m high iconic Daisy Wild Eau So Intense bottle created an unmissable moment for all shoppers in the area.

To complement the oversized bottle it was surrounded by a real flower daisy meadow seemingly bursting from the ground using real florals inspired by the Daisy Wild campaign. On arrival, guests could interact with a custom Marc Jacobs Snapchat AR filter which created bursts of daisies around your surroundings for content creation.

Solution.

To complete the experience, guests could step inside the multi-sensory bottle where they could experience a real daisy meadow that stretched as far as the eye could see with an infinity mirror photo moment complete with scenting of the new fragrance and sounds of nature and birds playing.

To complement the immersive experience, a team of trained brand ambassadors delivered a premium sampling experience to passing traffic, with the team delivering incredible sampling results across the 3-days.

Guests could then celebrate their visit with a 3D crafted photo backdrop made from oversized flowers set with real florals. From there guests could explore three of the fragrances from the Daisy range with each of the fragrances having their own bespoke display set on natural log plinths. Not forgetting the brand’s fashion heritage, the range of Marc Jacobs Tote bags in matching Spring floral colours linked fragrance with fashion.