Positive Experience brings MOTH’s cult cocktail corner shop back to Shoreditch
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Experiential agency Positive Experience has delivered the latest iteration of MOTH: Licence as demand grows for immersive, culture-led brand experiences.
Experiential agency Positive Experience has partnered with MOTH to bring back its popular MOTH: Licence activation, transforming a Shoreditch retail space into a three-day cocktail corner shop experience and giving away 10,000 free Margaritas to celebrate the start of summer.
Taking over 150 Shoreditch High Street from 4th-6th June, the activation marks the return of MOTH: Licence to London, reimagining the familiar corner shop through the lens of one of the UK’s fastest-growing ready-to-drink cocktail brands.
Delivered by Positive Experience, the space combines the nostalgia and accessibility of a traditional off-licence with the energy and atmosphere of a contemporary cocktail bar, creating an immersive environment to encourage discovery, social sharing and brand engagement.
Visitors are invited to take away a complimentary MOTH Margarita throughout the three-day takeover, as well as experiencing a multitude of convenience-themed surprises. Every guest entering the experience will receive a scratch card, giving them the opportunity to win prizes from the MOTH locker, while an interactive photo booth will give visitors a personalised souvenir from the event to take home alongside their cocktail.
The project forms part of Positive Experience’s ongoing partnership with MOTH, following the agency’s delivery of the brand’s first MOTH: Licence experience in Manchester, where the experiential pop-up generated significant social engagement, regional media coverage and thousands of product samples.
“We’re seeing brands increasingly look beyond traditional sampling and taking retail spaces to create whole experiences,” said Michelle Fischer, Creative Production Director at Positive Experience “Consumers want something they can step into, interact with and share. MOTH: Licence takes a familiar cultural space and turns it into a playful brand world that feels authentic to the audience while creating genuine excitement around the product.”
The activation reflects a wider trend within experiential marketing, where brands are investing in culturally relevant environments that blend entertainment, product discovery and social content creation. For MOTH, the Shoreditch takeover celebrates the brand’s Margarita summer campaign while reinforcing the brand’s position as a leader within the ready-to-drink cocktail category and its availability across off trade.
Rob Wallis, MOTH co-founder, explains:
“MOTH: Licence started as a playful take on the corner shop, somewhere everyone knows, but not like this. Bringing it back to Shoreditch with 10,000 Margaritas just feels right. It’s a simple idea: great cocktails, big surprises and a reason to get together as summer starts in the city.”
Positive Experience is overseeing the production and live delivery of the activation, ensuring the concept translates into a fully operational brand experience capable of handling high visitor numbers while maintaining the personality and spontaneity at the heart of the MOTH brand