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Covent Garden pop-up shop for Burt’s Bees

Key Stats.

Collective 2 Agency
Pop-up store
Covent Garden, London
The Feeling?

The Brief

We were asked to help support the launch Burt's Bees, #IAmNotSynthetic campaign launch into the UK market by creating a pop-up store in London’s Covent Garden, to showcase its hero products and brand.

Burt’s Bees is an American manufacturer of health, beauty, personal hygiene and make-up products. It uses all-natural ingredients wherever possible and its products are created using minimal processing, such as distillation, extraction or hydrolysis, to maintain the purity of ingredients and ensure its products are as organic as possible.

We collaborated with Collective 2, a new agency partner, on this project, who provided full creative direction. We also helped to support the press launch of the store, which took place during its month-long residency.

The challenges we faced

This project was more of a semi-permanent installation than a temporary one, so careful consideration had to be given to the materials we used throughout the store, which needed to be robust enough to remain in place and still look good for the month.

We had to be mindful of using sustainable materials wherever possible throughout the build, to reflect the brand’s commitment to using all natural ingredients. It was also important that the pop-up store reflected Burt’s Bees’ vibrant brand colour scheme, so we provided support and advice to the agency to help shape the design and build of the space, to ensure it met the creative brief.

Power was an issue within the store itself, as there was only one power socket where we needed it. This meant we had to be very creative in the way we distributed and integrated cabling around the store to ensure we could get power to where we needed it.

There were a lot of disparate elements to the whole project, which needed to be brought together seamlessly to achieve the overall finish and impact that the client was looking for.
Lots of care and attention was taken with each individual element to ensure the completed finish and colour palette all tied together to showcase the Burt’s Bees brand in the best light.

What we did

Step 1

We built and installed bespoke furniture throughout the store, along with creating a vanity counter

Step 2

We created the structure for a ‘living wall’ of plants and greenery. Its centrepiece was a replication of the Burt’s Bees logo, which was hand-made using individual Burt’s Bees lipsticks to form the three-dimensional sign.

Step 3

We created a photobooth out of ribbons, for customers to take selfies with their new purchases

Step 4

One of the most significant elements of the store was to dress the existing period staircase, the treads and rises of which were each painted in different colours to represent Burt’s Bees’ full colour palette.

Step 5

We finished it off with the installation of additional lighting and a sound system with DJ booth for the press launch featuring celebrity DJ's The Mac Twins

Step 6

Once the pop-up store had closed, we restored the site to its original state, removing wall attachments, filling and painting the walls as required.

Chris Vernon-Smith, our Creative Director, said: “This was a fantastic project to get involved in, simply because we love working with exciting brands and helping them, by collaborating with our agency partners, to bring their vision to life and make a real impact on their audiences.

We were able to deliver a great-looking solution to the client which created a real buzz in the heart of one of Europe’s most popular shopping destinations.

We manufactured all elements to be fit for purpose during the extended install period and to ensure that it looked as good on the day it came out as it did when we put it into the store.  The choice of materials were carefully considered to ensure the whole installation real synergy with the brand’s sustainable and environmentally-friendly values.”

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