ZURU | Mini Brands Listening Lounge | London

- Experiential Marketing
- Pop-Up Shop
Castiglione Cafe, London
Creative Concept | Design | Creative Production | Event Management

Brief.

Celebrate the launch of the Mini Brands Vinyl range, a mini vinyl player that really works! Zuru came to Backlash asking to design an experience that showcased the new collection, encouraged consumers to discover the products for themselves, and generated engaging content for social media.

They wanted to bring the activation to life within a coffee shop, giving visitors the chance to explore the Mini Brands Vinyl range while enjoying a complimentary drink and various surprise and delight moments.

Solution.

We transformed Castiglione, a central London coffee shop, into the ultimate Mini Brands Listening Lounge, an immersive experience where visitors could discover the latest Mini Brands Vinyl collection, listen to their new tunes and enjoy a complimentary branded drink.

The experience started before visitors even stepped through the door. A fully branded Mini Brands taxi parked outside the coffee shop acted as an instant attention-grabber, helping drive awareness and creating a fun photo opportunity for people waiting in the queue. And for the first 100 visitors, there was an extra surprise: a Mini Brands tote bag complete with a playset to take home.

From the outside, Castiglione was completely transformed. The coffee shop became the Listening Lounge, with Mini Brands branding across the space, crates of vinyls to browse and flick through, and a bench providing the perfect backdrop for photos and social content.

Once inside, visitors could claim their free Mini Brands capsule and hot drink before settling in to unbox their latest mini vinyl. Whether they were starting their collection or adding a new favourite, the experience encouraged visitors to get hands-on with the product and discover what they had received.

Mini vinyl players were placed throughout the lounge, allowing visitors to actually listen to their new records, or put their favourites back on for another spin. This brought the product to life in a way that went beyond simply seeing the collection.

Before heading home, visitors could stop by the Mini Brands mini print machine to create a free Mini Brands print, giving them one more piece of branded content to take away and share.

And the surprises didn't stop there. The coffee shop bathroom was transformed into a hidden mini party room, complete with colourful lights, music and even a mini karaoke machine. It was an unexpected discovery designed to encourage friends to have fun, capture content and share the experience.

To turn up the vibe even further, from 12-1pm the Listening Lounge had a cocktail hour, where visitors could order an espresso martini, while a live DJ transformed the space into a Mini Brands party - bringing the whole experience together through music, drinks, play and product discovery.

Over 600 customers visited the experience, with a queue outside the cafe forming in the early hours of the morning and was consistent throughout the day.

Solution.

We transformed Castiglione, a central London coffee shop, into the ultimate Mini Brands Listening Lounge, an immersive experience where visitors could discover the latest Mini Brands Vinyl collection, listen to their new tunes and enjoy a complimentary branded drink.

The experience started before visitors even stepped through the door. A fully branded Mini Brands taxi parked outside the coffee shop acted as an instant attention-grabber, helping drive awareness and creating a fun photo opportunity for people waiting in the queue. And for the first 100 visitors, there was an extra surprise: a Mini Brands tote bag complete with a playset to take home.