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The activation, which was developed in-house by the Diageo-owned company, was designed to market the beverage beyond its summer connotations. Using the hashtag #PuckaPimms, the pop-up aimed to inspire the public to drink Pimm’s with spicy food.
TV presenter and comedian Hardeep Singh Koli was named as the shop’s host. The interior was decorated in striking Indian print wallpaper mixed with east London-style exposed brickwork.
Indian food including poppadoms, samosas and curry from London eatery the Lahore Kebab House was served alongside Pimm’s with lemonade, cucumber, mint, strawberries and ice. Guests were able to gain access to the guestlist by liking and commenting on a photo posted to the brand’s Facebook page.
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