Who else saw the star-studded spectacle at Evian’s sparkling water pop-up brand activation?
Evian collaborated with award-winning artist Sara Shakeel to celebrate the launch of its evian sparkling water with a brand activation in London.
Having grown a reputation for her use of glitter and Swarovski crystals on photography and three-dimensional projects, Shakeel seems like the perfect choice to transform a range of scenes to engender thoughts of Evian’s new sparkling water.
The installation took place in the multi-purpose event space, workspace Protein Studios in Shoreditch. It began in a well-lit room with an illuminated Evian sparkling fridge.
When you open the fridge door, you enter a glittery paradise transporting attendees into the world of "Evian Sparkling and Sara Shakeel".
Sparkle covered features included a London bus, kaleidoscopic mirrored walls reflecting everyday objects and lifestyle scenes.
Shakeel noted she was:
“Thrilled to bring sparkles to London with my latest installation with evian and its immersive art experience that celebrated a ‘sparkling’ product I can get behind. It was the ultimate of partnerships as I’m a big fan of evian and am honoured to have joined the many tastemakers that collaborate with this iconic global brand.”
Speaking on the impact of the brand activation, Gemma Morgan, category marketing director at Evian, said:
"We are so excited to have collaborated with such a pioneering artist as Sara Shakeel to curate this immersive experience that perfectly encapsulates the essence of Evian Sparkling. This new product innovation is designed to elevate your experience whilst keeping you hydrated with its purity and freshness.”
She continues,
"Bringing to life Evian Sparkling's delicate sparkle, the installation is unexpected, fun and really captures your imagination with all of its experiential sparkling touchpoints. We cannot wait for people to engage with Evian Sparkling in such a unique way."
As hinted by Morgan, this beautifully crafted brand activation has all the hallmarks of successful integrated marketing communication, with increased brand awareness through widespread sharing on social media, a uniquely engaging, well tied in brand strategy and meaning behind the collaboration and use of influencers and celebrities to increase hype around the new product.
Recently named as their global ambassador, Emma Radacanu was one of the main attractions, posing on the sparkling Evian London-style bus and holding cans of their brand new sparkling water.
Attendees were encouraged to explore the brand activation before enjoying an exhibition of Sara Shakeel’s work with sparkling refreshments and music by DJ Louise Chen.
The experience was delivered for evian by Brewery agencies freuds and Proud Robinson + Partners, with the technical design and build by Firecracker Works, in partnerships with Sara Shakeel.
Lucy Boyd, Comms & Culture partner at Proud Robinson + Partners added:
"It was a pleasure to have brought a little sparkle back to London with this unique immersive experience. Sarah Shakeel's distinctive aesthetic paired perfectly with evian Sparkling and opened up a world of infinite sparkling possibilities."
We are always excited by such unique and high profile brand activations in London and beyond, as we know the power they harness and the benefits they bring for brands.
Images: Getty images for evian, Kevin Moran