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Ikea to Open a DIY Pop-up Restaurant

Swedish retailer Ikea is opening an immersive pop-up dining experience in London, where the diners are also the chefs.
Do-it-Yourself restaurant, The Dining Club, will invite members of the public to take over the space on Shoreditch High Street to host their own dinner parties for up to 20 people and even have the diner named after them.
An expert chef will be on hand to offer guidance and supervision as they prepare their meal in a homely kitchen environment, choosing from a menu including a range of modern sharing dishes as well as some Scandinavian classics.
Ikea is keen to encourage people to spend more time cooking and eating together. The free experience will include food, booze and waiting staff who will also do the cleaning up afterwards so that the hosts can spend quality time with their friends.
The pop-up will incorporate a ‘Food for Thought’ workshop area where interactive masterclasses will be hosted by guests including Instagram star Pixie Turner and Great British Bake Off winner Edd Kimber, an Ikea kitchen shop and a kitchen showroom where visitors can browse kitchens of various sizes and styles.
Brunch, lunch or dinner slots at The Dining Club will be available from 10am to 10pm from 10 – 25 September and will be bookable online via www.ikea.co.uk/thediningclub. All visitors will leave with an Ikea treat
Via: Event Magazine

NowTV Encourages Brits to go ‘Clothes-Free’ in London

NowTV are encouraging Brits to go ‘clothes-free’ as well as contract-free, by opening a naked sun terrace to mark the launch of the Now TV Combo, the UK’s first contract-free TV, broadband and calls bundle.
To accompany the mid August heatwave, Now TV have opened a nudist rooftop retreat with views looking over Parliament Square in Westminster. The venue opened on Tuesday 9th August, features include sun lounging areas, exercise equipment and an open-air bar!
The naked sundeck was created following new research from NowTV, which concludes young Brits as the ‘no strings’ attached generation, compared to there elders who are deemed ‘tied down’ in life.
The research revealed that on average, today’s under 30s are revealed to have had 38% less serious relationships, lived in 28% more countries and worked for 15% more organisations than those 30 years ago.

Gidon Katz, managing director of Now TV, said: “As a nation, it seems we’re increasingly avoiding being ‘tied down’ in life – which is exactly what Now TV is all about. With the Now TV Combo we’re offering people the freedom to get the latest and best TV, broadband and calls, all without a contract.”
NowTV is looking to open the rooftop on further dates this summer and will be holding a series of events and competitions, including on radio and social media.
This super fun and innovative campaign is bound to be a summer hit!
Via: PR Examples

Diabetes UK Hosts Pop up Shoe Shop to Highlight Disease-Related Amputations

Diabetes UK has kicked of a new campaign via a pop up shoe shop in London to deliver a message about the consequences of having diabetes.
Located just off Brick Lane in London’s East End Amp Shoes, which opened last week, was a shoe store with a twist – as each shoe represents one of the 135 feet or lower limbs amputated in England every week because of diabetes.
The campaign was created by Langland in partnership with Diabetes UK, Awesome Films, and global fashion and design company Eley Kishimoto, with the aim of not only raising awareness of the condition, but to drive people to get tested through the diabetes UK Risk score.
“Health awareness messages are notoriously difficult to make stick, said Andrew Spurgeon, executive creative director, Langland. “People are tired of being lectured and quick to switch off from traditional communication channels, which is why Langland created Amp Shoes, a shoe store that focuses attention on the rising number of diabetes-related amputations in a completely fresh and unexpected way”.
The campaign was complemented by the social campaign #OneShoe selfie, which saw people all over the UK sharing a photo of themselves wearing just one shoe in support of those that only have one to wear.
Video below:
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Via: The Drum

Coca-Cola: The Unexpected Machine

Coca-Cola has created ‘The Unexpected Machine’ and connected Brick Lane, London to the Ibiza.
The set-up connected via streaming with the party that was happening at that exact time in Ibiza through a 360º projection. Within the installation, ANTS go-gos were dancing at the same pace and rhythm as those at Ushuaïa, a water mirror simulated the pool and the decoration was projected as real as the one at Ushuaïa.
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Via: Ads of the World 

Lush Launches Sun Cinema Pop-Up Experience

Lush Cosmetics has once again teamed up with StudioXag to create a pop-up cinema experience within its Oxford Street store in London.
Situated within the brand’s Gorilla Gallery exhibition, which is designed to celebrate two of Gorilla Perfumes’ most iconic fragrances – The Sun and The Smell of Freedom, the sunshine themed cinema will host screenings of films that are designed to complement the scents.
From 6.30pm on selected dates until 23 March, guests will be able to visit the Sun Cinema space to enjoy free screenings of 500 Days of Summer, Almost Famous, The Muppets Movie, Wheel of Time, Simon & Garfunkel: Old Friends Live on Stage, Rabbit-Proof Fence and Ten Canoes.
Attendees will also be able to snack on popcorn as they watch their film of choice, and they can expect to smell the aforementioned fragrances within the space.
Bookings to the events can be made via phone or email to the Lush Oxford Street store.
Last December saw Lush unveil a pop-up scented cinema within the same store in celebration of the festive season. A range of Christmas-themed films were available for visitors to view, such as The Grinch Who Stole Christmas and Home Alone.
Via: Event Magazine

Pop-Up Store Mannequins Have a Stark Message

Shoppers in a new “pop up” store in Cleveland got a pretty unexpected message from the mannequins in a stunt devised to highlight youth homelessness for child services organization Bellefaire JCB.
The campaign, by Doner Advertising, created a store called “2nd Look” in an upscale suburban Cleveland shopping mall, where unsuspecting shoppers were introduced to “live” mannequins portraying homeless teens. Inside the store, sales associates introduced shoppers to the life-like mannequins by explaining their stories, while tags on the clothing, including those worn by the mannequins, displayed disturbing statistics about homeless youth. The stunt looks to have induced some genuinely strong reactions from shoppers, and Bellefaire is enouraging people to share the PSA on social media to highlight the issue.
Via: Creativity

NARS and Steven Klein Collaborate with psLIVE for Beauty Pop Up

To celebrate the highly anticipated collaboration between NARS and Steven Klein, psLIVE helped launch a pop up which consisted of a series of events over four days. The event was open 3rd – 6th November at 15 Bateman St Soho and was open to the public during the day 10am – 5pm.
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People were able to view the collection, receive a free NARS makeover, have a go in the GIF booth and also enjoy the bar (free mocktails!) Tuesday evening was the launch party with 160 guests, consisting mainly of press. The party had Little Boots DJing as well as cocktails and canapés. Wednesday evening was Stylist reader’s event with Andrew Gallimore giving a makeup tutorial. Then finally, Thursday was a blogger event with In The Frow blogger.
The event generated over 2 million social media impressions and the client describes it as ‘phenomenal’.
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Belgium Pop-up Launches New Mercedes Models

Posterscope Belgium created a pop-up showroom to support the launch of the new Mercedes AMG GT and GLE COUPE. Located in the very heart of Knokke, one of Belgium’s most upscale seaside resorts, the showroom was accessible during the whole summer to let the public experience the AMG spirit. The showroom also featured an information desk as well as a photobooth where visitors could pose before having their picture uploaded onto the AMG Performance Store’s dedicated website.
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Marmite appeals to lovers and haters with 'pay-by-sentiment' café

Divisive condiment Marmite has teamed up with London café Soho Grind to launch a pop-up where guests pay with sentiment.
The Marmite Love Café has been designed to celebrate the launch of the brand’s new lighter-tasting variant, Marmite Summer. It will be open on 4 and 5 August at Soho Grind’s Beak Street location.
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To pay for Marmite Summer on toast or Marmite Summer and cheese toasties, customers will be asked for their Twitter handle on arrival. This will be entered into a social media-powered ‘love-o-meter’ that will measure whether the guest is a ‘lover’ or a ‘hater’ based on their online sentiment.
Lovers will receive their order, along with a Soho Grind coffee, for free, while the haters will be asked to pay the normal price.
It is not the first time a brand has traded cash for social media. Nokia determined guests’ online influence via Klout and charged them for artwork using this currency at a pop-up last July, while Marc Jacobs’ Tweetshop offered guests a gift in exchange for a tweet in August.
Via: Event Magazine

Ikea serves breakfast in bed (in trendy shoreditch)

Swedish retailer IKEA wants to serve Londoners breakfast in its beds.
Starting later this month, IKEA is opening a pop-up cafe in London’s trendy Shoreditch area, serving “traditional Swedish breakfasts and offering siestas in a range of their most comfortable beds,” the company said.
People can book a bed for a 45-minute slot 7 a.m. and noon to “relax in a single or double bed where they will be served by specially trained waiting staff and sleep specialists,” IKEA said. Then, from noon to 3 p.m., the beds will be available for naps.
IKEA said diners can choose pillows from a menu “designed to match the pillow you have in your home and combine the best bits about eating out with those of lazy Sunday lie-ins.”
The cafe will be open to the public from May 18 to 20. Booking a bed is free, but the beds themselves won’t be directly for sale at the cafe.
Inviting customers to eat on its beds may sound like a strange idea, but it’s not too far-fetched for Ikea, which famously allows customers to nap in its stores.
Ikea is running the pop-up shop from May 18 to May 20 in Shoreditch.
Via: The Wall Street Journal