Palmers | VANILLA DREAMS DINER | Westfield

- Experiential Marketing
- Retail Activation
Regents Street, London
Creative Concept | Design | Creative Production | Event Management | Content Management

Brief.

Palmer’s was launching its indulgent new Tahitian Vanilla range and wanted to create its first-ever consumer pop-up experience. The objective was to build awareness for the new collection, generate excitement around the launch, and immerse shoppers in a playful world inspired by the sweet scent and feel-good indulgence of vanilla. The brand wanted to create a memorable real-life experience that would introduce consumers to the range in a fun, engaging and highly shareable way.

Palmers, Vanilla Diner, Ice Cream server

Solution.

We brought the campaign to life with the Vanilla Dreams Diner, a nostalgic retro American-style diner located at Westfield White City, over three days. Designed as a pastel-coloured immersive destination, the space invited visitors to step into a dreamlike vanilla world where they could discover the new range through touch, scent, and play.

Guests were welcomed to the counter where they could scoop, squeeze, and drizzle their way through the Tahitian Vanilla products, allowing them to experience the textures and fragrance firsthand. To add a gamified layer of interaction, visitors who answered one simple question correctly received two branded tokens to spend across the experience.

Palmers Vanilla Dreams, Staff at the stand

The first token was used on a giant Gumball Machine, guaranteeing every player a prize, with product samples for all, and 50 lucky winners each day receiving a limited-edition tote bag. The second token unlocked the Jukebox Plinko game, where prizes ranged from plushie keyrings and full-size Tahitian Vanilla products to the ultimate sweet reward – a dreamy purple vanilla soft-serve topped with sprinkles and a branded wafer.

To amplify reach beyond the live event, we also created a standout photo opportunity in the form of an oversized wearable Palmer’s shopping bag filled with supersized products. Guests were encouraged to share their photos on social media for the chance to win more Palmer’s prizes, helping turn visitors into brand advocates and extending campaign visibility online.

Results.

Over the three-day activation, the Vanilla Dreams Diner attracted 2,258 visitors, distributed 4,324 product samples, gave away 1,087 full-size products and rewarded guests with 1,258 branded prizes.