In the run-up to Christmas, British fragrance brand, Jo Malone London, has launched a festive pop-up for consumers to take part taking the shape of a game show experience.

The experiential activation, created by agency Backlash, will be in Covent Garden, London from the 31st of October to the 24th of November, and then in St James Quarter, Edinburgh from the 5th to the 15th of December.

Shoppers are invited to visit the pop-up and star in the brand’s gameshow where they can see the brand’s offering at its festive finest. Attendees can spin the Jo Malone London prize wheel for a chance to win a gift from the brand, as well as engage in photo opportunities on the set of the gameshow. 

The immersive gold-toned, Christmas Special pop-up features an entranceway framed with gifts wrapped in the iconic Jo Malone London brand packaging. Decorated with the brand’s signature luxury style, the space solidifies the brand image.

Encouraging shoppers to try the products for themselves, including festive scents, the experiential activation positions Jo Malone London as a premium source for Christmas gifting. In the run-up to Christmas when shopping can be stressful, the brand is providing shoppers with some light relief and festive fun.