The Park Sydney creates immersive Willy Wonka event for Dusk
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July saw the release of Dusk’s limited edition Willy Wonka & The Chocolate Factory collection. The range consists of scented candles, room sprays and bath and body products. To celebrate the launch, The Park built a whimsical “Whiff & Wonder” pop-up in the centre of Sydney’s iconic Queen Victoria Building, allowing visitors to step into a world of pure imagination.
The colourful interactive build consisted of smelling tubes of all shapes and sizes, highlighting the seven scrumptious product flavours on offer. A hero wall filled with a range of home and beauty treats captured the nostalgia of Willy Wonka. It was topped off with plenty of bubbles and music from the movie past and present.
Visitors were also given the chance to “spin and win” to get their hands on the new products.
The Park’s Sydney team took the lead on the development, production and execution of the pop-up.
Visitors queued as news spread and the activation appealed to all ages and generations, allowing visitors to entertain their inner child.
The event reception
The two-week activation saw an impressive 15,000+ people interacting with the stand with lunchtime and post work hours being the most popular. An additional 8000+ people walked away with a nostalgic gift.
Jeremy Taylor, chief marketing officer at Dusk said: “When you think of Willy Wonka and you think of playful experiences, this activation did just that. We’re all about fragrance so we wanted to transport people back to their childhood to help realise their dreams of what Willy Wonka’s factory would smell like! We are really happy to partner with The Park and Ainslie Walker for fragrance to bring this interactive pop-up to life to celebrate this new range. Whilst we knew this activation would spark some excitement, we are thrilled with the results.”
Erika Morten-Allen, MD of The Park Sydney added: “Working on this campaign we all felt like we’d won a golden ticket! Dusk is well known for creative collabs and Willy Wonka is the ultimate in imaginative storytelling, so it really is a match made in heaven. Combining colour, play and delicious smells, meant everyone was transported back to our childhood for a few minutes.”