Jo Malone London has launched a new pop-up, showcasing its holiday storytelling, seasonal fragrances, and selection of gifts in London and Edinburgh for the festive season.
Running in London’s Covent Garden until November 24, the Jo Malone London Christmas Show will then move to St James Quarter in Edinburgh from December 5-15.
The pop-up invites guests into a festive scene framed by stacks of beautifully wrapped gifts, where they can spin a prize wheel before enjoying a photo opportunity.
The space highlights the brand’s seasonal fragrances and gift options, including colognes, candles, diffusers, and more.
This experience, created by the pop-up specialists at Backlash, isn’t Jo Malone London’s first festive event. Last year, the British brand hosted a holiday pop-up at Battersea Power Station, complementing its sponsorship of the destination’s ice skating rink for the second consecutive year.
Visitors there could skate around a 30-foot Christmas tree decorated with Jo Malone London’s signature cream and black boxes, all against panoramic views.
Rachel Baker, VP General Manager at Jo Malone London UK & ROI, shared with TheIndustry.beauty, “Christmas is the most magical time at Jo Malone London. Each year, we delight our consumers with festive stories, seasonal scents, and an array of fragrant gifts. This year, we invite them to step into The Jo Malone London Christmas Show, an immersive pop-up that brings theater and storytelling to our holiday experience in a way that goes beyond traditional retail.”
“We know there is high consumer interest in interactive eventing, blending product with hands-on exploration, which help to create an emotional connection with a brand. The pop-up’s shimmering golden structure brings to life this year’s showstopping campaign, complete with an interactive photo booth, spin the wheel activity and resident gameshow host for added animation.
“The pop-up will be located in London and Edinburgh’s most popular shopping destinations, Covent Garden Piazza and St James Square, where theatre and performance run through the very DNA of these iconic sites, perfectly capturing the razzle-dazzle of a Jo Malone London Christmas.”
