Vieve | At Home with Vieve 2024 | Glasgow

Brief.

Experiential Marketing, Pop-Up, Visual Merchandising
Buchanan Galleries, Glasgow
Creative Concept | Design | Creative Production | Event Management | Content Management

The brand returned to its hometown of Glasgow for its fourth annual Christmas pop-up, with Backlash delivering the activation for the second consecutive year. The brief was to create a premium, immersive retail experience that not only drove Christmas trading, but also celebrated the brand’s roots, community, and strong emotional connection with its audience.

Running across a three-week period during the peak festive season, the pop-up needed to cater for high footfall while maintaining an intimate, elevated feel. The experience was designed to blend seamless retail functionality with meaningful brand moments, offering customers exclusive access, expert product education, and shareable experiences that extended beyond the physical space.

Vieve Pop-Up, Jamie Genevieve at the counter

Solution.

Backlash created a highly immersive retail environment that placed experience and interaction at its core. Central to the pop-up was the presence of brand founder Jamie Genevieve, who attended throughout the three-week activation to meet and greet shoppers and host a series of exclusive, intimate masterclasses. This founder-led approach reinforced brand authenticity and created a powerful point of difference for visitors.

A dedicated make-up demonstration feature formed the heart of the space, allowing guests to trial Vieve products with one-to-one guidance from professional make-up artists. This hands-on element encouraged discovery, education, and confidence at point of purchase, while supporting both hero products and new launches.

Premium visual merchandising was designed and delivered to elevate the retail experience while remaining highly intuitive to shop. Products were clearly zoned by category, bestsellers, exclusive Christmas gift sets, and branded merchandise, ensuring ease of navigation during busy trading periods.

Results.

The Christmas pop-up delivered strong customer engagement and consistently high footfall throughout the three-week activation. The experience exceeded target sales across the full duration, supported by founder presence, expert-led product demonstrations, and intuitive merchandising.

The activation strengthened brand loyalty and reinforced the pop-up as a commercially successful festive destination in Glasgow.

To enhance engagement, Jamie’s Bureau introduced a chic GWP gamification feature, inviting customers to select a drawer to reveal their gift, adding an element of surprise and delight. A branded photo booth completed the journey, giving visitors a memorable takeaway and a social-ready moment to share with fellow GlasVievegians.