Soap & Glory - Call of Fruity

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Client: Soap & Glory

Event Name: Call of Fruity

Dates: September 2018

Location: London

Project Manager: Elena Clowes & Matthew Peek



We were tasked to produce an event for UK media and influencers to launch a new fragrance - Call of Fruity - for popular Soap & Glory products.

  • To transport guests to another world and fully immerse them in the Call of Fruity experience.

  • To create opportunities for guests to interact with the products.

  • To create buzz around the products and an experience that influencers would want to share.

  • To align with the Call of Fruity theming and ingredients.

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  • Utilising a blank warehouse in Shoreditch, we created a Cuban street experience for guests.

  • We designed and delivered a full 3D street set created to replicate buildings with functioning elements that guests could interact with.

  • Branding touchpoints and products were placed throughout the space to allow for brand interaction, product understanding, and multiple photo opportunities.

  • A bodega style area played home to cloakroom so that guests were invested in the experience the moment they stepped off the London street. From there they walked into a Latin American street complete with a fruit stall, a launderette where they could have their headscarves monogrammed, a braid bar, a beauty station and a photo booth.

  • An influencer DJ provided the music as guests explored the space, they were also able to experience catering from a taco street food truck, cocktails themed around the product ingredients, and cocktail ice pops.

  • A Cuban dance group surprised the guests through the evening with routines in the middle of the space.

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  • The event and talk of the products reached over 2.2 million people on social media.

  • 72% of attendees posted about their experience and the products on social media or blogs.

  • All guests understood the concept and immersed themselves in the experiences on offer.



Hannah Luffman