Jo Malone London has launched an immersive pop-up store in Covent Garden showcasing what the brand has to offer in time for Christmas.
The pop-up, which was designed by experiential agency Backlash, will be open until November 24 before it relocates to St James’ Quarter in Edinburgh from December 5 to 15.
It features an entrance littered with presents as well as a prize wheel for visitors to try out and see if they could win.
There are opportunities for photos with friends and family, and a space to explore fragrance and festive scents as potential Christmas gifts.
Jo Malone London’s vice president and general manager Rachel Baker told Retail Week that London and Edinburgh were chosen as footfall “dramatically increases” there over the festive season.
“The pop-up site will seamlessly merge experience with products, providing a one-stop-shop for a fun day out with friends and family, while offering the perfect opportunity to purchase a gift for everyone on your list,” she said.
“We know there is a high consumer interest in interactive eventing, blending products with hands-on exploration which help to create an emotional connection with a brand.”
Backlash co-founder and business director James Barnes told Retail Week: “As a luxury brand, Jo Malone London emphasises meticulous attention to detail. Our process was methodical, allowing us to explore each aspect thoroughly.
“The brand’s commitment to exquisite design and exceptional customer experience necessitated a careful, layered approach – from the overarching concept all the way through to the detailed product displays. Each step was carefully considered.
“To capture every nuance, we collaborated closely with the Jo Malone London team. This immersive partnership deepened our understanding of the brand’s ethos and ignited our passion for crafting a truly memorable experience.
“Our goal is to surprise and delight guests, reinforcing Jo Malone London’s status as the prime choice for Christmas gifting.”
The pop-up is open from 10am to 8pm on Monday to Saturday, while on Sundays it will be open from 11am to 6pm.
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