Botanical Bursts: A Next Level Fresh Experience by Comfort
A summer extravaganza by Comfort and Outernet will pop-up in London. Step into the UK’s first 360 degree immersive digital flower show.
For the first time at Outernet, unique scent technology enhances the multi-sensorial experience by infusing the air with Comfort’s new fragrances: First Blooms, Summer Bouquet, and Heavenly Fresh.
The pop-up aims to welcome you into the world of Next Level Fresh, reawaken your senses and discover the ultimate burst of freshness.
Fabric softener brand Comfort, owned by Unilever, will hit Outernet London’s screens with a multi-sensorial out-of-home experience designed to give visitors a 360°-summer experience.
The activation will include a stylised phone box which becomes a disco at the push of a button, a luxurious bed surrounded by a sea of flowers, and a bus stop adorned with blossom-covered swings.
The experience will feature anamorphic 3D visuals of cascading petals and blossom that surround visitors using the venue’s immersive floor-to-ceiling screens.
The colourful extravaganza will be enhanced with specially composed mood-enhancing music as well as cutting-edge scent technology machines that will infuse the air with Comfort's brand’s new fragrances.
Supported by social media activity, the Comfort experience will also be amplified by a series of Instagram-worthy activations.
Developed in partnership with media agency Mindshare UK and WPP’s Goat agency.
Ross Minton, Mindshare UK head of invention and partner, said: “We are so proud of this work. It is so exciting to be working with clients that are willing to step outside of category norms and use technology and a bold creative vision to elevate their brand proposition".
“Thanks to the incredible work from the teams at Outernet, Pixel Artworks, The Manual and Goat, we have created an unforgettable live experience that launches the Comfort Botanicals range in an engaging and disruptive way.”
When: 9 - 23 June 2024
Where: Outernet London, Tottenham Court Road Station
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