Soap & Glory - Call of Fruity
Client: Soap & Glory
Event Name: Call of Fruity
Dates: September 2018
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.
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.
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.