The four-hour pop-up, which was located in London’s La Galleria Pall Mall in the Royal Opera Arcade, welcomed 379 guests in total on Wednesday evening (13 August). The brand experience was executed to celebrate Echo Falls’ launch of its limited-edition range with fashion designer Holly Fulton, as well as bringing to life its consumers' love of spontaneous nights out with friends.
Zbinden told Event: "It was a really successful evening – our target was to get 300 people through the door, and we exceeded that, with 379 in total. We have had lovely feedback from both media and consumers, who really enjoyed and appreciated the free experience. We were extremely busy, and there were occasionally large queues for our complimentary make-uppers and manicures, but I’m pleased to say that for most, it was well worth the wait."
The activation was created and executed by agency Devries Slam and creative event production company The Persuaders. Devries Slam presented the concept to Echo Falls ten months ago, and the agency briefed The Persuaders on the project two months before the pop-up was due to launch.
Natalie Tesoriero, associate director at Devries Slam, said: "We know that Echo Falls’ consumers respond really well to the idea of spontaneity; so we developed a pop-up to bring that spontaneity to life while showcasing our new product.
"A pop-up is also a cost-effective way to reach people, both in person at the event, and via the pre- and post-event amplification."
The experience consisted of a number of brand partnerships, including Nails Inc and Benefit Cosmetics, which were providing free manicures and beauty treatments on the night for guests respectively. Fashion retailer USC was also giving away fashion freebies and providing styling advice to attendees.
A dedicated bar was also serving white, rosé and red varieties of Echo Falls's new wine range. The space also reflected the designs of Fulton's bottles.
Zbinden said the brand would look to replicate the Fashion House of Echo Falls experience around the UK: "Our consumers are located up and down the country, so we would love to take this experience on the road. Nothing is confirmed yet, but watch this space; it was a highly successful and enjoyable event and we’re sure it would resonate in other major cities around the UK too."
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