Photos: Getty Images for evian
evian has unveiled a dazzling pop-up immersive art installation in London created with multi-disciplinary artist and crystal lover, Sara Shakeel, to celebrate the launch of its much-awaited evian Sparkling water*. The experience was delivered for evian by Brewery agencies freuds and Proud Robinson + Partners.
Hosting an exciting event, evian brought together its Global Brand Ambassador and the BBC’s Sports Personality of the Year for 2021 Emma Raducanu alongside other notable guests. Guests were invited to explore the installation before enjoying an exhibition of Sara Shakeel’s work with Sparkling refreshments and music from DJ Louise Chen.
Situated in the heart of London’s creative district in Shoreditch, the one-of-a-kind immersive art experience awakens the senses and brings the dazzling world of evian Sparkling to life. Evoking the refreshingly light and effervescent sensation of the iconic brand’s new Sparkling water, Sara Shakeel demonstrates her unique and signature style to transform everyday scenes into an interactive and playful journey for people to engage with through shared experiences as they discover how to add sparkles to their day.
Commenting on the installation, Gemma Morgan, Beverage Category Director at evian, said: “We are so excited to have collaborated with such a pioneering artist as Sara Shakeel to curate this immersive experience that perfectly encapsulates the essence of evian Sparkling… Bringing to life evian Sparkling’s delicate sparkle, the installation is unexpected, fun and really captures your imagination with all of its experiential sparkling touchpoints. We cannot wait for people to engage with evian Sparkling in such a unique way.”
The three-room art installation opens with a striking, bright room with an impactful evian Sparkling fridge illuminated at the end. Disguising itself as a secret door, the fridge reveals a hidden entryway, taking you on a journey into the world of evian Sparkling and Sara Shakeel. From there, guests are able to explore through the installation space with its multitude of content creation opportunities, engaging and interacting with sparkled touchpoints including an iconic London bus and a wraparound mirrored infinity room, endlessly amplifying the sparkles of six lifestyle scenes.
“I’m thrilled to bring sparkles to London with my latest installation with evian and its new immersive art experience that celebrates a ‘sparkling’ product I can get behind,” said artist Sara Shakeel. “It’s the ultimate of partnerships as I’m a big fan of evian and am honoured to join the many tastemakers that collaborate with this iconic global brand.”
Lucy Boyd, Creative + Culture Partner at Proud Robinson + Partners adds, “It’s a pleasure to be bringing a little sparkle back to London with this unique immersive experience. Sarah Shakeel’s distinctive aesthetic pairs perfectly with Evian Sparkling and opens up a world of infinite sparkling possibilities.”
Open for access on Friday 4 and Saturday 5 February, this iconic evian pop-up installation is open to the public on a first-come-first-serve basis with free admission from 9am to 7pm at Protein Studios in Shoreditch, inviting you to be taken on your very own sparkling journey