Paco Rabanne launches opulent Express Delivery pop-up experience
Paco Rabanne is launching an exclusive two-night Christmas pop-up experience at the Hydraulic Power Station in Wapping, inspired by its number one selling 1 Million and Lady Million fragrances.
The brand experience was created in partnership with creative agency Elvis.
Paco Rabanne selected Elvis to create a multi-faceted campaign for the crucial pre-Christmas period, with the objectives of wowing the public, engaging new consumers and making them “fall in love” with the brand.
After arriving at the Express Delivery pop-up, guests will make their entrance via a glittering gold carpet leading up to a three-story tower of gold shipping containers, sparkling beneath strobe lighting. Visitors will experience bespoke installations where they can snap a selfie or two in a glitter-filled wind tunnel or golden infinity box.
Inside the main party space, guests can exchange their ticket for a complimentary cocktail and unlock their own safety deposit-style mailbox locker to discover which Paco Rabanne parfum is theirs to take home.
The secret party space at the heart of the Hydraulic Power Station is filled with industrial elegance. In front of a gold glitter wall, guests can create their own paparazzi moment for their Insta Story, using the #MillionSnap hashtag. Visitors to the space will enjoy cocktails that have been perfectly paired by a mixologist to complement the fragrances from the Paco Rabanne range.
Alongside the main brand experience, Elvis has also partnered with Paco Rabanne to create influencer activations and a pop-up shop, as well as shopper marketing activity in key retail locations.
Elvis has previously created brand experiences for clients including Cadbury and Budweiser Brewing Group.
Tanya Brookfield, CEO, Elvis, said: “We’ve often created brand experience work as part of a broader strategy for clients, but it’s been fantastic to have a standalone, digitally-connected experiential brief to get our teeth into. We’re excited to launch something which brings to life the bold and playful language of the Paco Rabanne brand. It’s an incredibly fun way to end what has been a brilliant year for Elvis.”