East Village roadshow comes to rest in Westfield Stratford
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Following a successful year long roadshow, experiential marketing agency, iD Experiential has now activated a pop-up shop to bring to life London’s newest neighbourhood – East Village.
The shop combines a combination of pods which previously toured train stations, shopping centres and lifestyle events around greater London. They now take up residency for the next 6 months at Westfield Stratford City in close proximity to East Village – the former Olympic athlete’s village.
Visitors to the pop-up shop can learn more about East Village’s promise of a new way of London living and discuss the options available to rent or buy one of the 2,818 new homes available to move in to from Summer 2013.
iD have bought to life East Village in the pop-up shop via a:
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Virtual bicycle ride through the brand new roads and parklands
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Interactive green screen photo mechanism, allowing consumers to be pictured in East Village and iconic Olympic venues and instantly share their image on social media
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Engaging tactile panels, AV content and info graphics to communicate East Village’s key messages
The interactive experience has already caught the eye of IPM (Institute of Promotional Marketing) judges, being shortlisted for two of their prestigious awards; the results will be announced in June.
Paul Ephremsen, CEO of iD said, “The East Village project for Qatari Diar Delancey and Triathlon Homes is one of the most exciting we have ever been involved with. This has partly been due to the creative challenge of bringing to life something that is currently intangible. The East Village campaign is a great example of a non-FMCG brand using experiential marketing at the heart of its communications – and is something we are proud to have been part of.”
Olaide Oboh, Triathlon Homes said, “We are thrilled that the East Village campaign has been acknowledged by the IPM and we look forward to the outcome of the awards in June. The pop-up shop in Westfield really solidifies everything we have achieved with the campaign over the past 12 months.”
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