Maison Margiela wanted to increase brand awareness and love for their range of luxury REPLICA fragrances—each inspired by memories—through a unique sampling and experiential event that would travel from London to Manchester.

We knew that scent is one of the most powerful triggers for unlocking the past, so our multi-sensorial pop-up art installation, REPLICA Memory Box, created an emotional connection between fragrance and memory.

Alongside a wistful introduction to the story of each fragrance, a brand ambassador helped each guest unlock a rich and personal moment in time linked to one of the REPLICA fragrances. Then, through an immersive and multi-sensorial exhibition, we encouraged guests to delve into the sights, sounds, feelings and scents of their chosen memory, building a keepsake box along the way, that would become an elevated brand sample with immeasurable sentimentality attached.

The outcome? Our two sold-out events unlocked 2,000 unique memories in just 15 days, and increased sales by 20%. Every guest left with an utterly bespoke product sample, innately individual brand experiences, and equally personal user generated content. This content even went viral on TikTok, with over 1 million UGC views, helping to expand the ripple of brand awareness far beyond our unforgettable pop-up experience.

AWARDS

2023 Campaign Brand Experience Award | Highly Commended | Best Pop-Up

2023 IPM Awards | Gold | Fashion & Beauty
2023 IPM Awards | Gold | Best Experience at or Near Point of Purchase
2023 IPM Awards | Silver | Best Brand Experience in Non-Retail Space

2023 Creativepool Awards | Bronze | Experiential