Philips pops up in Brick Lane with headphone store
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Carat Live and Ogilvy & Mather London have created a ‘You Need To Hear This’ audio pop-up shop for Philips in Brick Lane, East London this weekend (14 – 15 September), bringing together music and art as part of the wider Philips You Need To Hear This campaign.
Designed to promote the Philips headphone range, the store concept will feature eight conceptual art installations which have undergone a Philips audio injection. Visitors will be able to experience a quirky combination of art, music and audio adventures throughout the store, featuring DJ sets from Toyboy & Robin, Cooly G and Ossie over the weekend.
Carat Live, the agency’s in-house brand experience and events team, has overseen the entire campaign planning, delivery and implementation, whilst Ogilvy & Mather London is responsible for managing and producing all creative elements from artwork to sound files.
Carat Live commissioned Elemental Design, who won a three-way pitch, to design and build the set from a brief set by both Ogilvy & Mather London and Carat Live.
Paul Hicks, head of brand experience and events at Carat says “What an exciting campaign to be involved in. We’ve created an intriguing product demonstration experience that connects with urban tastemakers on their level at a time when they are most receptive – out and about discovering new things.”
Umar Farooq, marketing manager at Philips: “We wanted to create an unforgettable experience where people could be inspired by sound. Using experiential in this way has supercharged our campaign by driving relevance and recognition of our product range, through a convergence of audio immersion, art and style.”
Ivan Pols, creative director at Ogilvy & Mather London: “You Need To Hear This is about giving people the things they need to hear in ways they’ve never heard before. This pop up is sure to do just that, while giving people the ultimate headphone demonstration. By plugging their Philips headphones into anything they see in the store, listeners will hear relevant music, funny sketches or be sonically transported around the world and beyond.”
The You Need To Hear This pop-up store will be at Shop 13, Dray Walk, Old Truman Brewery, on the 14th and 15th September from 11am – 7pm.
