Event Wrap – Collaborate creates Boots Beauty pop up for Gen Z
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A bright and vivacious October pop up for Boots caught our eye. So FMBE tracked down the Collaborate team responsible for ‘House Party’ and they provided us with their view of the event a few weeks after it closed.
In partnership with The Pharm team at VML, Boots Beauty stepped off the shelf and into Gen Z culture with a three-day House Party in Soho, an immersive pop-up that turned beauty into a social experience and reintroduced the brand to Gen Z as the ultimate destination for what’s new.
The Challenge:
How to reposition Boots Beauty as the go-to destination for Gen Z to discover the newest and most exciting beauty products.
The Experience:
Over one weekend, Collaborate transformed 15 Bateman Street in Soho, London into an immersive three-day House Party. Each room offered a new way to explore; beginning in the bathroom with a scent shower and bubble bath lucky dip, before moving to the bedroom for beauty confessions, makeovers, and hairstyling moments. In the kitchen, bubble tea and good conversation flowed; the final touch before heading out.
Guests were free to wander, play, and make the ritual their own in a space built around freedom, expression, and share-ability. The result was a pop-up that felt more like a night out than a campaign, turning beauty into a collective experience, made for Gen Z.
Impact
3,000 total visitors
Queues averaging at 350m
‘Boots Pop-Up’ trending TikTok search
11.8M impressions
10 + media articles published
32 influencers attended
79% of attendees were Gen Z
