Boots Beauty House Party
A Party Built on Senses and Self-Expression
Boots Beauty stepped off the shelf and into Gen Z culture with a three-day House Party in Soho, an immersive pop-up that turned beauty into a social experience and reintroduced the brand to Gen Z as the ultimate destination for what’s new.
The Challenge:How to reposition Boots Beauty as the go-to destination for Gen Z to discover the newest, most inclusive, and most exciting beauty products.
The Creative Idea:To reconnect Boots Beauty with a younger audience, we looked beyond traditional retail and imagined what beauty could feel like in a Gen Z world. Social. Spontaneous. Real.
We set out to create a pop-up that felt less like a store and more like a shared experience, a House Party. A place that blurred the line between brand and culture, where discovery happened naturally and everyone felt invited.
The Experience:Over one weekend, we transformed 15 Bateman Street in Soho, London into an immersive three-day House Party. Each room offered a new way to explore. From a scent shower and bubble bath lucky dip to beauty confessions and bubble tea in the kitchen. In the bedroom, professional makeup artists and hairstylists offered on-the-spot makeovers, adding a hands-on beauty moment that brought the brand to life.
Guests were free to wander, play, and connect in a space designed around the freedom of self-expression and shareability. The result was a pop-up that felt more like a night out than a campaign, turning beauty into a collective, inclusive experience made for Gen Z.
Rehearsal to Reality
A choreographed hill climb moment with world-renowned stunt driver Terry Grant.
Strategised in Chichester
Rehearsed in the UK & Germany
Brought to life at Goodwood
Beyond the brief
To launch an EV with so much heart, we pushed experiential boundaries to maximise sensory experience, giving visitors an emotional response to a masterpiece of progressive engineering.
To maximise the impact of the launch moment, our global stand reveal was seamlessly synchronised with a parallell display out on the track, choreographed by stunt driver, Terry Grant.
Impact
Winner - Best Automotive Experience at The Drum Awards
100,516 total stand users
36,065 engaged fans
14 minutes average dwell time
24,000 live stream views
Global reach of over 30+ countries
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