Marc Jacobs launches their 'Resort Collection' with a dazzling first ever UK pop-up as the ultimate gifting destination for the festive season. The unmissable pop-up is an entirely mirrored box inspired by the season’s high-shine codes.
The new campaign, featuring Kim Kardashian, takes over Covent Garden underground station's platforms, "while a nine-foot-tall silver tote bag swing serving as a signpost the pop-up", an immersive 3D installation at Tottenham Court Road station.
Outside, in the darker hours of each morning and afternoon, the pop-up gives the illusion of hovering above the ground.
Inside, the space features “touches of the iconic monogram” along with inflated metallic balloon letters and stars. The Resort Collection takes centre stage and an entirely mirrored area at the rear will offer the perfect photo op.
Mannequins wearing KiKi boots and corsets will showcase the latest runway-inspired ready-to-wear offering, available to buy at the Marc Jacobs flagship at 110 Regent Street.
The crystal canvas mini tote bag, the star of the campaign, is available exclusively at the pop-up. The tote bag and the wallet appear in new and limited seasonal colours, including a show-stopping lipstick pink, there are signature and new bags in silver, pearl, and rhinestone finishes, along with a curated selection of small leather goods and jewellery.
The activation is created in partnership with creative agency Backlash.
Katie Peake, Creative Director & Founder at Backlash, said: “We have created a highly disruptive ‘hi-shine’ mirrored pop-up that gives the illusion of hovering above the ground in the darker hours of each morning and afternoon. Staying true to the campaign and the resort collection, we stripped back the materials to solely focus on ‘hi-shine’ finishes perfectly complemented with light.”
When: 8 November - 3 December 2023
Where: Covent Garden’s Piazza, London
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